White Labels - What Would You Say From James?

James, if you're advising one of your white labels clients, what would you say from James? I think it was something that's going out that they need to understand the right proposition and what they're going to be providing for those customers. We have a mix of programs now that operate either we effectively operating the, the, the site and front end on, on clients' behalf or we're delivering it via a headless API approach. And so there is a real difference between those who really understand this as part of a strategic pillar of a program and then put the right investment behind that.