 So for the listeners who might be thinking about starting their own CPG brand or their own company, you know, what kind of time horizon are you are you thinking about as you obviously given your experience under with with kind, but then today, just to give people a window. So I am in my late 40s and I just where I am in my career and in life. You know, I really wanted to do something different, which was this a startup and I wanted to do it for the next 10 years. So we made a commitment to each other and we said, Hey, we're going to give this a go.