You need to have smiling, happy hiking kids with a counselor that's going with them. Based on your image and head and heart hiking, are you selling shoes or what do you do? So you need to say right off the bat, this is what we do. It just needs to be... We call it being on the nose in the screenwriting world. You need to be on the nose. Just change the image and then we change lives by taking teens on hikes. Something that everybody goes, oh, that's what you do. Yeah. Here's the great news about this, Matt. This is dirt cheap to fix. Like you don't have to do a whole lot to