We believe in foundational health and filling the gaps in people's diets most people are lacking in certain detrants like vitamin d ma. We try to be incredibly buttoned up on the regulatory side. I think companies feel like they can just kind of get away with it ad and things will kind of go away a overtime. To scale, they think, you have to be really careful about what claims you're making. Influences are a great marketing channel, but they're not scientists....