He's not ready for it. And so what's awesome is the data is controlled by the brand so they can put the right information at the right time. And then blue stream's job is the third leg of the stool and we are we're the processors of the data. So our job is to process that data create personalized experiences from how the consumers react to the recommendations, give that data back to our brand partners so that they know who's using the products when they're using them, why they use them, how they use them, what they don't like, what they do and then, really that feeds into the whole product strategy side of the equation. But data security data control is so important that, and just add it's at its fundamentals.