i have a really strong belief that in the next 30 years or so, all traditional brands are going to die. There are hundreds and now thousands of individuals who have stood up and created their own brand through social media. And ultimately, these influencers are becoming the brands they can like mister beast launch the chocolate bar,. Kim cardashian launches a clothing brand, becomes a three billion dollar brand. These are not just brands, they're businesses. I think cape cardashin is incredible. She is an incredible business woman. The fact that she can stand up what woll probably be like a multi billion dollar private equity fund. That's why i think this deal is so important.