Small medium businesses typically do not have their outbond processes as completely figured out yet. So that's where we find better product market fit, in the meat market se and we start moving up market to focus on larger customers. It just doesn't happen organically that your data base tells you, hey, here's your segments. You had to slow down for, i don't know, six months or a year. Let's study them. This infer structure that you put in to actually understand the customers and then understand retention by when they signed up for the product is very important.