In the nineties, you began to see this idea of e commerce come about. And it was cool, because it meant that you, as a brand, could more easily connect with the end consumer. Through this consequent ineta, the inernet effectively democratize distribution. But it was very, very expensive and very, very difficult. So frustrated with both these options, toby decided to write a piece of software to sell his snowboards on the nrnet. In those days, ebe was really one of the more prominent ones. Although ebe was inexpensive, it didn't allow you to build your own brand,. i think physical retails is very important for the