 They felt like this is the right time to step on the gas pedal and put some marketing behind it. So then I responded back to the very initial email that they sent me and they said, I know this is like a whole year late, but you know, we're interested. We taped last September and we aired initially in January and we had a recent re-air as well. So that was a massive impact and I remember thinking at the time this is so impactful. We were out of inventory on Amazon within a few hours. And they think we have made a whole year's worth of online sales in one month.