 Can you guys are on Amazon? No, I don't know. Really? Yeah, I know. Tell me. Okay. Well, I don't like to usually talk about this publicly because I'm afraid of Jeff Bezos, the scary man, scary evil man. The reason why I won't ever see us being on Amazon is because while you can make some good money and you can sell a lot of product there and it's a huge, huge market, you don't get to own your customer. So if you bought Unbound Merino on Amazon because we're on there, I would never note that me or Rosick bought it. I wouldn't have your email. I wouldn't have any access to you. It gets fulfilled through Amazon and Amazon just cakes all that data and they find the products that are doing really well. And then when they see an opportunity, they go and make Amazon basics version. They undercut you in price and they squeeze you out of your search algorithm. Your big sales just drop one day and you never know any of those customers were. So I'd rather go the hard way, find them ourselves, get them on our own website, build our email list and we have access to that customer. That email is the most powerful marketing you have. I have two things to touch base on that. I agree for email. I don't know if that's going to be the most powerful going in the future. I think there's diminishing returns on email as of late. I disagree. I can agree to disagree. Okay. Number two, yeah, I'm quite aware of Amazon basics. I even have a story to share about that. I was looking for a DSLR bag because my DSLR broke for my Canon camera. I go on Amazon and I'm not paying attention. I'm like, oh, there's a fucking DSLR bag order. Comes to my house and I'm open. I'm like, what the fuck is Amazon basic? I wasn't even paying attention because I saw it looked identical to the Canon stuff. Like the same look, same shape. I'm like, Amazon basic. Might even be made in the same factory. I wouldn't be surprised, right? So I'm like, yeah, there you go. They're undercutting, top performing products. Your product is a commodity. It's nothing special. Everyone knows the factory it's made and you just go in there and you're Amazon, you undercut it. But I was wondering if you ever considered this is kind of off cuff but creating kind of like a loss leader product on Amazon where you're not selling your main stuff or something like low hanging fruit of brand awareness. Someone's had given me that idea before and I remember thinking that's kind of interesting but it just doesn't seem worth it to me because we're going to have to go and invest money. Like why don't I just invest money in all the other marketing that we're doing which we're getting good at and we can just get straight to the point which is acquiring a customer that we have access to instead of putting a good product that makes our brand look good on Amazon and just like letting Amazon. You have to compete them with people's heuristics of the fact that Amazon has free shipping. Yeah, so Amazon has set the bar for all e-commerce on what's reasonable and it's very hard to live up to that. Amazon Prime is amazing. It is. I fucking love it. Yeah, I mean, I hate Amazon, you know. I don't go home today, I know there's a prime box of stuff. It's so fast, it's so good and it changes people's perception of what is bare minimum of what they should expect for delivery. So you have to try to at least be somewhat within that realm. So we have very fast and free U.S. shipping if you spend over $150. If over $150, OK. Yeah, which we may lower eventually, but because of the way we sell stuff in bundles and it's a relatively expensive product, our average order size is bigger than that and most people will spend over $150 and it's pretty fast and we can in cheap in Canada too. If we are not competing with Amazon if you're shipping Europe, it's expensive and it takes a little bit. We'll get there if somehow. But yeah, that's like the goal. You have to you have to try to live up to the unrealistic expectations of the first one. That's told me that they have actually known people who've taken their product off of Amazon. Yeah, it's just a scary place. There's nothing redeeming about Jeff Bezos as a human. I mean, I mean, he's super impressive like what he has done and how many people can do is done. And the power he has is insane. But I don't look at him like like a Bill Gates where he's using his power and skill and ability to execute for, you know, he did Microsoft, changed the world. Now he's eradicating diseases and trying to reinvent how toilets work in third world countries and all this amazing stuff. Jeff Bezos is just trying to squeeze profit out of some small to medium company in Toronto. You know, it doesn't care. You're making camera bags in your son on Amazon. They'll do it. They'll do it cheaper and you have no control.