DTC

I think you can spot opportunities with the right R&D structure and the right product development structure to build up from the ground up at a low cost. And then you can systemize the growth of a DTC runs as well. It's fascinating. Would you imagine the sort of people doing growth are coming into work on a Tuesday and working on like more than one of your brands at one time? Super interesting. I'm not a massive fan of that because you don't own the message. You don't owning the ecosystem.

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