We didn't over index on branding and marketing but the markets overspend on aggressive marketing techniques has muddied up consumers so badly that we had to start pushing out information that helps consumers stay alert on fake food brands (including PFAS, aluminum, extended shelf lives, blended products, founders who have nothing to do with olive oil, and of course allowing a plastic container with a lipid Product..that's an F in chemistry for you). Many more things including label non-compliance, but this is why we did this for consumers and at a very good time when most of the narratives seem to be breaking down (yes seed oils are Not allergen free and yes not good for you).  🚀🚀