I used to spend so much time on shiny objects, and like spending tons of time with companies that were sniffing around. We spent hundreds of hours, you know, nothing against nike, but that was just my own naivete this time were like zoomed in. And when you're zoomed in, ultimately, at a start up, what is that zooming in best spent on? So when we talk about efficiency, like michael jordan or vince cartor or whatever, older athlete in there,. You see them be more efficient, you know, and careful with their body, they train more. I think it's very episodic and very company dependent. But for...