I actually believe from what I'm seeing, that the market itself is shifting. The customer acquisition cost is consistently increasing, the stickability or stickiness of those audiences once you've acquired them is decreasing and it's certainly much harder to achieve in today's world. So you've got, if you like a far more promiscuous customer who's far harder to attract, and obviously a business that will, pretty much any business I know about there, including Amazon or otherwise depends on repeat customers yeah, you can't just win them once and hope to kind of keep your business inflow it's just not happening. You have to have the subscribers stable, some kind of regularity. If you're going to continuously keep winning new customers, it's gonna be really, really hard, long slog for you.
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