So clearly in rightfully it's going that direction. So it's good that you guys are philosophically aligned with that. So the other thing that, of course this does, especially if you are so if you are a brand making a product. In, in many cases, in fact, some of the cases you brought up from your car to some baby thing, to something else you're often selling your products through a distribution channel in, in, in doing that historically brands have really lost a connection in lost visibility into what's going on with the consumer.