 David, you personally seem like you know what you're doing. I like the story. You found some white space. That's really interesting. You can check that box. I think about the ability to get into a retailer feels pretty straightforward. It's interesting enough for I think most retailers to take a risk on or a bet. They're willing to try. And they know that maybe it's stagnant in that space. And so then the question becomes, is educating the consumer on something like acorns? Is there apprehension?