there's always more access to data, but you have to you what you then, whether you're using a tool or running your business. What you need to figure out is, how did these different data points? How do they How do they work with one another, which one affect the other one, too? So I think the folks who are going to win it does level the playing field for brands. But the brands that are really going to win is great. I have all the data of what Oh, I actually do with it. So it's It's following steps and processes and ways to analyze the data that I can actually extract value for my business. I mean, obviously happen to give examples of that, but I think that's who I think it does level the playing field, the thing that I love about Amazon that levels the playing field for ah Mom and pop company to have a bigger impact than the biggest companies of the world.
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