I think a lot of people are making mistakes at Amazon across the board. But where do you think the biggest mistakes are made with regards to the advertising? think maybe not looking at the long term value of that customer. You know, if somebody goes and buys one of our competitors', you know, they might just go in and just put okay, if they don't have subscribe and save, they might just say, Oh, I'll just buy that again. It was good enough and you'll never have a chance to get that customer again. You know, never say never, but you know the likelihood of them going back to the decision the buying decision making processes is pretty low. If they're happy, if that product is good enough, And that that's so true. I think that we've these words from coffee brands in the past as well, and it's exactly the same to them. And remember rattling away to myself being like it doesn't matter if you're paying a little bit higher than you would like, like if someone else grabs that spot as like the main headline and just acquires your customer who was looking for you and is looking for your brand term, then you've lost him forever. And you know what's what's your lifetime value of one individual customer? It could be 10 15 times the amount of that sale and you go - here you go competitor.
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