A lot of people are talking about growth ax as the way you win. It's something short term that's sort of plugging a hole with your finger, but now your finger is stuck in that hole, and you've got to figure out something else. So, how can growth acs bring you failure? And what shall we do instead? Yes, so we, like most start ups, like most folks who try to do marketing, youo, fell into the trap of pursuing growth hacks relentlessly.