So I think given what you've said there, it really draws on something which, I think Feedvisor came out with a survey in 2019 with some of what I think was over 1000 Sellers saying what was the biggest threat that they felt for an Amazon business right now and a lot of them said it was Amazon, and they said Amazon was one of the biggest threats. So, I'm intrigued to know what is your opinion on what the biggest threat is to an Amazon business right now? Yeah, it is Amazon. And the reason it's Amazon is because they are, because a lot of people kind of take that comment that you just made on Feedvisor's piece. Now remember seeing it and Feedvisor's piece kind of focused in on one specific aspect which was that Amazon launching their own private label brands - Solimo, and then supplements, but coming back to your question, for me, I suspect that it's really, really more important to take a step back in the stairs saying Right? How is Amazon a threat? Is it just from the perspective of them brought in their own products? I don't believe that. I think I think you need to take it far deeper and say Right What? What is Amazon well, for example, it controls your payments. So there is a potential vector there. They can obviously squeeze you. They can see all of your money coming in and out, they are obviously capturing all that customer data so they own it. And it's Amazon's customer remember, not yours. You have to take them on platform, off platform or do some other exchange value with them in order to build that relationship. And even then, one could argue that they're still going to remain reliant and way connected and loyal to Amazon simply because that fine bridge they're building on that other good stuff trust and so forth so, and of course I haven't touched on the logistics, I haven't touched upon the marketing. So yes, you could say, OK, they're launching their specific brands is kind of a threat. But for me, I think, you know, take it, take the lens out much higher, then say right, how much of my business do they see, how much is it dependent on them?
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