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P&G has a whole machine around creating consumer brands, right? Yes. So they're great acquirers. Don't the line, i think, you know, oftentimes they will try to sometimes build things in house to resonate with younger demographics. And sometimes it works, and oftentimes, honestly, because the consumer's smarter than ever before. But so far we have not yet seen our brands incorporate much of it to date. It just hasn't come to hit it yet.