 the new innovations that come out in it. Cause it's not just a shoe. I mean, anything could be a shoe. There's, there's just saturation. And you mentioned G4, of course, you know, foot joy and, and there's just so many shoes that seem to come out every year. I'm sure in January of next year, we'll, we'll walk around the show and there'll be some more shoes from companies that have popped up that way. But what segment of the market is Duka going for?