The best copy is really written for you because your customer is written in for you. One thing that I think Sharma brand team and Ari and one thing that I've learned from Nick as well is that one thing to do is let your customer write your copy. If the brand is the type of brand that the customer is using like dot dot dot it's lower case use you don't like to sentence case why would you choose your review that doesn't follow in that tone or in that like native language to the brand? So you just gotta always find your core voice and then as the brand changes so let's say in a year people stop thinking the word cool is cool or that subset of customers