 kind of building, building the brilliant, most brilliant, amazing thing in our closet. And then we're so sold on it ourselves that we think everyone has to be sold on it. And that's where the problem arises. That's where a lot of the heartbreak happens because we have convinced ourselves of something without partnership with the market. And that's very dangerous. It's kind of like if you're in a relationship and you want it your way and you convince yourself that this is right, this is true. And then if your partner isn't into it, he or she would say, wait, how come you didn't discuss this with me? And we may have come to an even better solution, but you figured everything out by yourself and then you try to push it on me. That's exactly what it is. I should make a whole other video on that. That's a really good analogy actually. Friendships, partnerships, family, whatever. It's the same thing with the market. You're figuring out yourself and then trying to figure out with them. Figure out with them what you should provide. Then, of course, I'll be happy to buy it.