The entire business should be around experimentation. Experimentation can be on all so many levels of conversion optimization. Ultimately, you're trying to get more sales. And it's not just, okay, let's, let's run a test. On like us when we see a Google Tag Manager container with 356 tags. They have no business of being there. Jana: Before you start pointing fingers is to kind of look at the situation and try to understand why we are in this place before asserting yourself as the one thing.