 You go like, wow, you know what actually we can do something because we can not only talk to our customers and improve that. And there's always an economic benefit to it as well. But I also have to say what we have to stop doing is in that context of thinking of this, you know, eternal growth and especially yield that we want to have. Because it doesn't help if we have too much left over. It's really a problem also. This is a mentality shift that we have to do and no wonder mark, right? That design, which is one thing that is, you know, very dear to my heart, its design is a lot of psychology. And my dream is of, you know, using that power of design, not only to attract for the new cool stuff, but actually to change people's behavior. Maybe we manage that we can have way more joy that was less that we need to own or have and stuff like that.