Chinola is a detroit base brand that, you know, of their branding is around building their product in detroit and in the midwest. But one thing that i watched was chinola going from a amazing american watch brand with awesome timepieces to basically creating everything under the sun for their customer. And so it's something that i'm thinking about a lot at morning brew, as i believe we are in...the second inning of our business,. We are in this inflection point of moving from news letter company to media company.