The understanding like almost the marketing calendar. It's not I think you call it squirrel marketing when people are just like Hey, what should we do now? The summer for these people they just Are all over the map and they'll use that as an excuse So you have to understand what you're up against with that is like wow my children are doing this or my kids are doing that Sometimes it's super hard to really get them to do anything at that time. You can't sit on your hands and think oh well the time period is going to help me out Because he was waiting till january because his dejim was doing his jim is slow.