 We kind of wanted to come and take a look at what Challenger Brands are doing now since we were a Challenger Brand at the time that we were founded. I'm the only brand person at my company, so I was really coming here for a little bit of mentorship, hear what everyone in the industry is talking about, things that I should be pushing at my company as the main champion for brand marketing. I was just excited to come and learn more about, you know, what Challenger Brands are doing and how we can think about that in the context of us being a pretty long-standing brand ourselves. Well, what was interesting to me is that we're a 100-year organization and I was looking for new ways to kind of infuse some things that Challenger Brands are doing into our brand. Loved it. Loved it. Like, I can't get it to everything I want to get to, so I'm trying to, like, pick and choose. Had Week, Brand Week do a really good job of bringing together thought leaders. And so the format of the show allows for kind of deeper conversations. I really loved it. I thought the presenters were all great. I loved the curation of the inside sessions, so I definitely loved our time here. I saw Levi's, which again is like a 150-year-old company, so seeing how they've done it, seeing how they've changed it and making sure their brand stays relevant was amazing. I really liked Kelly from Hulu. I really liked how she said that performance working is kind of table stakes. Hulu was just exceptional. Culture is like such a huge part of how these Challenger Brands stand out and compete, and I think that's a really interesting space to play in as a marketer. Despite the differences between industries, there's so much commonality and things that we can all kind of build and work towards.