 We really have so much heart in this brand because it speaks so closely to ourselves. So it's, it's, yeah, it really is. It's not like a company that we started hoping to just, you know, make money and change the world and just fill a gap in the market. We really do find a need for our brand. So we are so happy to be doing what we're doing. And I don't, I don't really see a day that I'm like, you know what, I'll give that to someone else.