The Dynamic of a Daily Continuous Option

I think when we launched the project last August, if you had told us that six or seven months later, we would have like the noun glasses in a Super Bowl commercial. So I don't think we were naive about how capital could be attracted to these projects. But I do think we kind of underestimated how quickly the brand itself would start to be proliferated. It's obviously been absolutely fascinating to work on and to watch it grow.