So they were for this specific, this specific company is very male dominated automotive industry. The on brand color was black. That was the color they used. And we actually saw that gold had a 39% increase in conversion rate on desktop. It wasn't statistically significant on mobile. We didn't run the test for as long as we should have for various reasons, but 39% is statistically significant on desktop, 39% increase in conversion rate for new users just for changing the stars to gold.

That's awesome. So here's the lesson in the takeaway there. The lesson in the takeaway is not gold, right? Although it is in a sense. The sense is you start testing things. You'll get gold, but it's not that gold is now the winner in terms of your star reviews and how you display them. The key is you got to test it. And the key is that these little things can make a big difference. I just let a training with our leadership at OMG on atomic habits. And it's a great book, if you not read it, it's by James Clear, talks about these little changes, these small habits, these simple habits. As you stack them, they compound. And one of the stories in the book, and I'll tell this in like 20 seconds, was about the British cycling team. And the British cycling team for a long time, they were really terrible. They won like one tour of France in 100 years. They were so bad that certain bike manufacturers didn't want to sell them bikes because they thought it would ruin their brand. They were like, hey, if people see your cyclists riding our bikes, they're not going to buy it. And so it's bad. This new coach comes along. And he talks about this principle of the aggregation of marginal gains. So the stacking or the adding up of small incremental improvements, right? So they started doing crazy things, like they clean the tires with rubbing alcohol. And they test like 100 different suits to see what's got the least amount of drag. And they start testing pillows and mattresses for their racing team to see what leads to the best night's sleep. They start painting the inside of their trailers white so they can spot dust and get it out of there to keep the bikes clean. They started doing all these crazy little things. And you start adding all that together, and you can see amazing results. They actually went on to it. They remember the years now, but they won like five out of six tour de France races. And then they were like the pinnacle of the world, right? But it wasn't just like a lot of times we look at what's the one thing? What's the one thing I can do? Give me a silver bullet here. And that usually doesn't exist, right? It is. You've got to test lots of little things, but you stack a lot of little wins on top of each other and you've got amazing compounding results.

Absolutely.