The hospitality element, the experience element of your business are often overlooked. If you're a small business and you're looking for an edge, bro, look at the customer experience that you can provide and make that the best that you can. That's gonna give you an excellent advantage over everybody else that's also selling widgets. And most people don't even think about it. What's someone that's- It's not even hard, especially right now, bro. Oh, it is hard. You gotta pay attention. You gotta care. But like, bro, what happens if you can build that from day one where you are 24 years ago? Because I didn't start even understanding that until