 Our industry is one of the most competitive. You know, these trade shows, you launch an innovation and there's five look-alikes at the next trade show. It's cutthroat, you know, you're dealing with not the same kind of margins that a, you know, SaaS technology company might have. Back to, we built it the long way. Like, everyone thinks that this has happened overnight getting into 4,000 stores and building the company. It's taken six years of work. I see a lot of people enter the space after two, three years. Usually they're either out or they've made it through that really challenging period.