 You guys are still running the company today. You've been there since the very beginning. Tell me a little bit, Randy, about how, you know, it's a different environment, right? There's more competitors. A lot of people have seen the success of Bombas and have come into this space. And you guys have expanded out way beyond socks to T-shirts and all kinds of things. Underwear. Tell me how you guys stay out ahead, you know, in a much more competitive environment.