So your car these days is a giant bundle of sensors. That's connected into the, to the net as an example. But then there are companies that aren't. So there, there are companies that are making a simple physical product. And in that case, I assume you need a different strategy to engage the consumer. As an example, you're going to need an email, as you said, you're going to need some method, whether it's an app that's an accompaniment to the product or an email experience that that is part of the overall solution to the customer. And then I assume you need some kind of incentive for them. You need to communicate the value for them to provide that information and get updated at certain times. So if it's, you need to buy formula now, or you need to change your oil, or you need a new bike chain, you need some for some way you need to do that.