Is This a Selling Point Per Se?

I don't know that we do this as a selling point per se. I think to Steve's earlier point, this is enabling us to deliver a high quality experience. And it's the high quality experience that is the selling point. Um, so I think that this is a, this is a necessary implementation detail of that. But the negative consequences is something that most of the customers, I think we've spoken with them correctly with our mom,. but it resonates with them.