text:  And, you know, again, major nationally known brands. You look at our social footprint, the number of people that brand recognize one of us. If you were to do a survey on branding and so forth, we know what our numbers are. But I've done this for 30 years. So in this space, which is a fairly little tiny space, but, you know, that's where I've applied myself. And that's where this comes out. So it's interesting. It's an interesting discussion. There's a combination between talent and sweat.