 Aura Bora, there were kind of three main parts of the name. I had, we remiss if I didn't say trademark lawyers. So we knew we had these hippie ingredients. Like, okay, we're using these herbal ingredients. They have a little bit of a hippie connotation. What's like a word that kind of fits that? And I loved the word aura for that. And it kind of like connotes a feeling. It's also a noun, like in a nice way. You talk about like someone's aura when they leave the room. Of course we couldn't trademark aura. And I was really disappointed about that. At the time I was reading a book on marketing, I don't remember which one. And it was just talking about the power of rhyming in general. And we love that there was kind of a tongue-in-cheek aspect of, okay, this is a water company that almost sounds like an island, like with Bora Bora. We like that Aurora Borealis is already a word most people know, so it seems like a real thing when you see it. Like an abbreviation of it. Yes, exactly. And my wife Maddie is a designer, so she loved that it was like a nice two, four letter words that you could lock up in a square. Hopefully you see it once and you don't forget that fun rhyming word.