And if there's an opportunity to find a way to engage those consumers to become more successful and not churn if it's a recurring model or buy more buy related products and services as an example, which seems to be your you've brought up some great examples with the bike chain, the dog food the baby formula there lots of great opportunities. If you understand this journey, when most people don't. Do th they don't have a sophisticated enough understanding of what the consumers do with the product, once they get it out into the wild and they may not have the tools and techniques. Necessary to actually make this happen.