 basically trying to figure out which consumers responded better to. Can you describe those ads? Yeah, I mean, Harry was a traditional, he describes himself as like from the Mad Men era of advertising. He'd worked for many, you know, Hallmark, Volvo. He'd worked on these very mainstream brand campaigns. And so when he got to Smith & Wesson, they were trying to figure out how to market this AR-15 and also to sell their guns in general. And so he did this study where they placed two ads in Guns & Ammo magazine.