 How do you stand out? How do you find your niche? How do you find your driving point? You know, what makes you so special in such an oversaturated world? And especially the internet right now is even more oversaturated than it was 10 years ago, or even five years ago. We were searching for that brand voice, what spoke to us, what we wanted to represent for a woman, what kind of feeling we wanted to sell. And I always say that as much as we're selling a product, we're also kind of selling a service. I think lingerie is a feeling and we're selling the feeling of confidence and empowerment.