Hermes is 1837 the leather style was for Napoleon Louis Vuitton 1854 actually yeah so they're pretty close oh shit all right all right fair enough almost 200 years almost 200 years for Hermes. So I like I always think about this the man the margin in those stories is just absolutely insane and obviously it comes from having great product that's not like saying that they're just amazing marketers like his product combined with great storyYeah but compared to technology that is way more vulnerable to narrative swings versus these things that are like just cashing in like cultural equity over and over and over again.