 Terry went to Iceland and he posted on social media that he loves skier and I messaged him. And what'd he say? He never replied. So what'd you do? His attorney came to me six months later and said Terry is interested in meeting you guys, looking for an opportunity in skier. He loves it. So he came to us. Yeah. But we wanted him. Yeah, of course. He's a believer in the product. That's what takes the boxes for me. If he speaks about it, that's great for the brand obviously. It's invaluable.