How Much Marketing Would You Spend on a Niche Product?

I was wondering if those issuers needed to do a better job of marketing or something, did that stand out to you? There were a lot of those. What it speaks to is in many cases what we're talking about are pretty narrow niches. And so I think that's where this challenges on the niche products can be successful if they have an organic earned media hook. But if it's soon as you start spending millions of dollars getting the word out, you're probably just digging yourself a hole.