The Law of the Farmers

You've probably got a year or two in terms of being able to tap out that early market. Does that fair to think about it? Yeah, absolutely. Absolutely. There's a sort of a finite number of them and just a finite amount of time that you've got to do that job well. And this is something which actually is a guy called John Denny who runs digital marketing at a VC at the US called Cavoo Ventures. He likened existing demand and future demand to a farmer planting fields. But eventually those plants are going to need to be replanted.