The King of Brand Building, Kevin Espiritu

I know you were referenced a couple of weeks ago or a couple of months ago now when Kevin Espiritu came on. The king of brand building himself, frankly, the brand he's built over an epic gardening is fantastic. So I think it's interesting to hear you talk about it almost in reverse because, you know, you get to a level that is very difficult and most people will never see. And then we talk about the effects of a brand and where it can take you well beyond that level even with this website you currently just sold.