I think it is important to understand, like you're getting obsessed with a 20% ACOS, for instance, and that KPI people are obsessed with. But you're not looking at kind of the macro factors like, what's our customer's lifetime value. You know, I had a great chat with Josh the other day, and he was like we're sometimes happy with an 80% ACOS. Most people are gonna shit the bed if you're like Oh, it's an 80% ACOS but he's going well each of our customers buys three more times a year. So, it's obviously an acquisition cost and we're happy to pay that. And, when you start playing the game differently because you understand your brand, you understand the bigger picture. I think the whole advertising thing changes completely right?
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