 people are, you're going to go buy a concert ticket, not for one song, but because you feel some form of connection and you're going to go buy a t-shirt. I've never bought a t-shirt because I liked one song. I bought a t-shirt because I like prints. I bought a t-shirt because I like Bruno Mars. I believed in the artist. I wanted to support that artist. You know, that's where this all comes from. And that's all I think about is how do we build these relationships and build community.