 they treat it as a reflection of them. And that's another reason, you know, when we think about all those aspects and making sure, you talked in the beginning about businesses maybe not being around or whatever. We're committed to this long term. We're all in on it. And we want something we can be proud of. And having partners that believe in the same thing is extremely important to us. And, you know, the first thing is this. You have to have a quality product and you have to have something that's unique and can benefit people.