 If you started testing or going down the path of CBD, was it something that was just immediately instant for both of you in terms of how you felt or did it take some time? Yes and no. I would say it's a really common misconception that CBD like you take and all of a sudden like you have, you know, aha moment in your life and I'd say over the course of like a couple of weeks, it was, you know, Matt as an example, say, hey, my knees and ankles are feeling better when we've been running so much. For me, Matt mentioned I had chronic migraines and it became like, hey, I used to get these every once a month. It's been three months now and I haven't had one. So it was more something like that. I mean, the way CBD works, if you can get into probably a subsequent part of the conversation. No, to Matt's point, it's very closely related to its cousin THC, the both cannabinoids, but works very differently. So yes and no, it's kind of a tough answer, but both, yeah. Got it. Yeah. And I think that's important because I think there are people who think, oh, let me put this in my cocktail and I'm supposed to feel something immediately. There's a lot of places here in LA that they'll give you a couple of drops of the oil in a cocktail and I'm like, what's the point of that? I'm not sure what you're trying to achieve. Yeah. It's good marketing strategy. Yeah. Our, a lot of our thesis from the beginning was like what kind of informed the branding and as getting to market was this is just so misunderstood. There's not an opportunity for a brand to create a really transparent, beautiful brand and also to educate people and it just wasn't happening. Everything this is going to be like, you know, a college and protein or, you know, life all stuff that people take and, you know, you don't take your college and protein and then stare at your fingernails to see how quickly they grow. Yeah. So it's true. I think the hard part of this too is like, so you see an opportunity, you realize there's a lot of let's call it bad products or bad marketing in the space. You're thinking maybe we can do something different at the same time. The barriers to entry in this market are zero in some ways, right? It's like anyone can do it and so that poses, right? And then we have science which plays an interesting role. Let's jump into what kind of what we were just talking about, right? So give people a sense of what it does, why it works, what is the science? Why does it take, I think it takes different for different people. I've also heard that, especially, I guess there are some combinations where some people do use THC and some people will feel that effect, but if you remove the THC, some people don't feel that. And I just want to jump into the science. I know a little bit, obviously not nearly as much as you guys, but would love to jump into, obviously you guys have done some research. If you get deep fast, so I guess I'll start and I'll start not deep and we all trivialize it and we can kind of go from there. Where do we want to start? So cannabis, right? Hemp and marijuana are both part of the plant family of cannabis. Our CBD is extracted from the leaves and flowers of the hemp plant. The way CBD works and again, for any of the science buffs out there, I'm sure I'll get some messages, but this is not exactly how it works. And I'm trivializing it, but think of your endocannabinoid system, which is a system in our body that it's pretty interesting. We didn't even know as humans that we had this in us until like the late 90s. And think of that. It's called cannabinoid A, right? I think cannabinoid A, yeah, yeah, yeah. So think of that system like almost regulating everything going on in your body. I use to trivialize it. I call it the brain-body connection, if you will. And over time, when we're stressed out, we've had tough workouts, whatever's going on in our life, that connection gets frayed and broken. And there's a lot of science now that's pointing to the fact that when that connection is messed up and those receptors aren't finding the way that they're supposed to, it leads to a lot of chronic issues, you know, inflammation, stress, anxiety, insomnia. And what's really unique about CBD and what's been so profound about it is we've seen that high quality CBD has the exact same receptors in it that we have in our body. So think of them almost like these little spark plugs that are reigniting this broken system within your body and putting everything back together. The analogy we always use is think of it almost like premium engine oil that you take throughout your day to bring your body back into balance. And that's why there's so many profound issues and why it's so transformative to Matt's point. You know, it could be the biggest wellness of our decade or even of our lives. It's helping people with stress and anxiety, with chronic inflammation, it's helping them sleep deeper. It's all these things. So at the same time, when you're early on in an emerging market, you get this is snake oil, but really it's just it's bringing your body back into balance into the state of mind it should be. So that was like part science, part storytelling. But that's that's like the, I mean, we can get a little bit deeper if you'd like. I mean, the thing I saw, so it's funny, we have a lot of experts on the podcast and somehow I've managed to learn from all of them and then regurgitate it. But the best example I saw, it was a I'm pretty sure it's part of the research paper in the 90s. And it was the example was was being given that today. If you if you think about your body, just like a set of like light strings or something, right? And if this light string over on this in this quadrant, call it light string six is out, then we create a medicine. So a medical company comes and they say, oh, you look depressed. OK, here's a little depressive, right? So let's click light six is for depression. Here's a drug, essentially, that that makes you kind of numb as that area. But in that, there's a bunch of symptoms. And so light four or five and eight aren't feeling as good anymore because the thing that you're trying to do to solve light six is problematic. And then let's say light one is now out. So now I'm taking another drug and basically what ends up happening is my whole system, right? And so my whole brain, my whole human being, this is being is off because I'm treating one thing, but I'm getting all these side effects. And effectively, what CBD does, according to the research paper, is it kind of helps the system, but it completely heals it without any of these negative symptoms. And so today, the market exists where problem A, take drug A, create problem C, D, E, F, G. And now by the time, you know, now I have like a supplement pack of multi not vitamins drugs just to get through the day. And it seems like CBD is, right? Is that accurate? That's kind of the way it is. Yeah, OK, it's a cool analogy. Yeah, just, you know, think of your ECS as just like its response for keeping everything in balance and working to heal different, you know, whether it's inflammation, digestion, stress, sleep, all these different things. And so CBD helps your ECS, which is then helping like what you describe as whole web of stuff. So that's why it can be, I don't want to call it like a fix or cure all, but that's why it helps with such a menu of things or why you see so many benefits associated with it. Because it's it's impacting something that is that impacting such a great like they're operating system in a way. Hey, everyone, thanks for checking out that clip. 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