 I have like tons of thoughts as to why D2C brands have really almost like an unfair advantage over conventional kind of retail or CPG brands as it relates to not only just like the value that you create as you alluded to earlier, but just the this connection that you have with customers, this understanding you have of their needs and the ability to be nimble, to be able to launch things quickly, discontinue things quickly, try stuff out, experiment, have very clean data. You can do controlled experiments in a way that you just cannot do if you're selling in retail. I felt based on everything that I knew, I felt quite confident that the best way to build this business was direct to consumer.