There are different levels here, right? You could be sabotaging or you could just be not leveraging your success. It's one of those things where you're running ads, you're investing dollars in your efforts, but there's just a few things that are off that are really making some of that money wasted or just allowing you, not allowing you to get the full impact of those ad dollars. Cool. What else? What else did you write down in your notes on ways DTC brands sabotage your success?

Well, I think this is the part in the podcast, Brett, where I've got a bad idea. I've got to go back the chair out and I've got to stand on my soapbox, which is right. So forgive me in advance. I know that there are those of you who are wounded and may need therapy from what I'm about to say or I'm in series myself. Here's a here it is. This is quite the setup. I know you're I know every time I go here, you get worried and rightfully so, but that is brands will lump all agencies in the same box. That's the first segment of it. The second segment is they don't treat their agency. I'll include freelance. They don't treat their agency or freelance partners like true partners or like an in-house team where I see in my 14 years. You have more than that, but I've seen it. I've been in marketing of 25 years. What I see this over and over again is they've got an individual running things in house. That individual doing a good job. But one day that individual comes into work late. They have a talk with that individual. They start coming in on time. Then later that individual messes up with some campaign structure, fails to upload an audience, something again has a conversation, but then everything's great for a long time and they continue working. They stopped, had a conversation, identified the problem, found a solution, and I rectified it. What I see happen so many times with brands that hire agencies is the first time a human being drops the ball or makes a minor mistake. All trust is lost or major trust is lost. How could you guys do that? And yet the brands that we work with that have the conversation, hey, I noticed this or I noticed that. Sometimes noticing something or even having another agency call out something, there's actually a reason the agency did not implement that. So I've seen brands leave agencies over things that were part of the strategy and they never gave the agency a chance to talk it out or discuss what are the reasons we do that. I've seen brands leave agencies over copy that was written for an Amazon storefront that was taken off the Shopify site and they were all upset because they thought for sure it wasn't English first content. We hate this content. This is terrible. Some foreign person wrote this overseas person. Only that's on your Shopify site. But those are the kinds of things that I would just encourage brands out there. I even tell people this on Discovery calls before we work together. At the first hint of mistrust, misalignment, if you're having water cooler conversations with your co-founder at your brand about who you're working with, you are sabotaging your own success by not calling it out and determining an improvement plan to correct the course of action because it is just like it's costly when you hire an in-house person. You have to let them go and go and recruit and find someone else and train them up.