So it did alerts education and purchase remediation, quote, unquote recommendations. I just think that's a fantastic model. The problem is. It's expensive to do that. If you're a product company that makes a product and you don't have a software team. And so it's expensive. It's actually complex because as our mobile devices or laptops or email and texts came along, as the technology platforms evolve. You'd need to keep maintaining and supporting whatever you developed. And so that's it's not just developed the product is developed, but it's maintain it and support it. Whereas if you're using a sales management platform out there, they do all those updates for you and you just use the platform.