Coffee is a signal that like you could bring a beverage. You can do this at home. If you want to have a finance coffee, a automotive coffee, it doesn't matter. It's the same format no matter what you do. And I think the format itself is so open ended compared to what people are used to when they go to a meeting. That was really what where it sprang from and then we just slapped our operating system concept on the front end.

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