 I'll give you a story. There's a company called Cakesbody. Cakesbody makes nipple covers for women. Their two sisters live on different sides of the country. They make a tic-tac that goes viral. They are not a big brand. They have no big budget. They found that an avenue for growth was to not fight the trend, but to become part of the trend. So if you're a big brand with big dollars, they're kind of dumb. The money saved them from being creative. If you're a smaller brand with not too much dollars, the reels give you an ability to get in front of a ridiculous amount of customers for free.