Think the other thing and this is the next level opportunity reviews as actually using it, mining it as a way for toe. Understand consumer sentiment. I just talked about voice of consumer customer. From my perspective as a marketer, um, Amazon is like the best market research tool you could have. I mean, the amount of traffic that they get. Basically, you're just getting reviews at a high velocity volume. And we saw reviews. Really, the number of use really spike just over the last year, with all the new traffic coming online suddenly got all these new data points. And what we see Advanced brands doing is actually using the voice of the customer language and translating that back into copy on the page, really massaging their benefit statements.
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