 Let's talk about the digital side of it, right? When you, D2C brand, they're all big on digital and everything. What is sugar's digital strategy or the mantra to, you know, a bang on digital strategy? Do you have one mantra or can you give us another one? I do, it's not a very popular mantra. I tell the team, look, try to educate, try to entertain, don't try to sell. Because the minute they're selling preciously, our category, people buy when they like to buy and when they feel happy making a purchase. This is not like you, you know, you need toothpaste and it's getting over and you're just, you know, refilling sides, it's not, it's an emotional purchase. So our responsibility does not lie in pushing discount coupons on sale, sale banners. I mean, you can't commoditize such a beautiful industry, which is why I think my mantra and our team's mantra, actually, you know, my team does that, we always, but I try to convince them that, you know, let's not commoditize what we are building so carefully and so consciously. Let's just try to educate and engage the consumer with a lot of content about what you can do with the products, stories behind the products. And when the consumer wants to buy, then we will be in their consideration set and then sales will happen. The only other thing I do this is that there is a market that wants to touch and feel the product of offline. It is foolish to say that they are going to disappear and they will all start shopping online. They will be shopping offline. So we have to give the person the freedom to shop from wherever they want to. If they are more comfortable going to the store, it is fine. If they want to our store, it is fine. They want to shop on Naika, well and good. Doesn't matter. It's just that they have to buy us. They have to choose us. That's all that matters. It doesn't matter.