Can a Sub-Segmentation Profile Lead You Astray?

R segments come into play as well, right? So we're after this market right now. And in this example, we define it as people that want help getting from point a to b as they're travelling. But as you start looking at specifically, what are our individuals doing for that bin, that planning part of it,. maybe some people have a more complicated route to assess. They have people that say, why? I have three errands to run along the way. I wold need these stops. That could be a sub segment for us, right, that we might target specifically because they have different meneds than are represented in other aspects of our market.