 It depends on what category you're shopping in. Yeah. So we have in the book towards the very end, we have a chapter on some practical guides like Victoria mentioned. We don't have specific product references. So instead we gave some general guidelines depending on which channel you're shopping in. So say if you're going to say on Amazon, you can buy anything on Amazon. And that's actually really scary. So you can buy chemical peels on Amazon. We kind of gave a percentage where I'd say 30% of my college, you can probably use at home, it's reasonably safe. But on Amazon, you can find things up to 70% glycolic acid and that's just not, don't do it. And the regulation on Amazon isn't great. So sometimes you'll find products that just don't really follow proper guidelines for even proper manufacturing. So those are all red flags of like, hey, maybe this brand doesn't quite know what it's doing and that's not a great sign. Yeah. One of the classic examples we give is sometimes you'll find products and on their ingredient list, they'll write vitamin C but that's not an actual ingredient labeling. So what is the proper? It depends on the molecule. So it's ascorbic acid, magnesium ascorbic phosphate, so on and so forth, that's the actual ingredient name. Have you found the pendulum swinging like since you first started the company where people are like, like at least for me, we had someone on the podcast who they're developing a sunscreen and really it's just mineral sunscreen. And I was excited, but her whole challenge is she has to get people to understand that there's a difference between mineral sunscreen and what everyone else puts on in the grocery store. And then the other issue is like SPF and that whole basically marketing scheme, I guess is the best way of putting it. And so it's the problem with the podcast is like we talk to people like you guys and so in my head, it's always like, I have this feeling of like, oh, the whole market's getting educated but do you guys see that in real time? Like obviously you guys are the feedback loop in some way. Yeah, no, I think, I mean, since we started to now, like some of the changes in the industry, I don't like to credit us. For example, percentages of actives are just like required, like, you know, you'll see that now they'll use that in the labeling and marketing, which we think is great. That means like things are now more ingredient centric, right? But now we have an issue of people diluting what that percentage might mean or like getting too crazy with the percentages because now people realize like, oh, I need to make sure I actually have enough of this so I need to go overboard on percentages. So, you know, like, but seeing that, we understand that, hey, the consumer is starting to become more and more aware, they're starting to realize like, hey, there are ways I can look for a better insurance policy that this skincare will work for me. So, and things like that, where we're like, it's honestly great to see, but I think that makes it harder for someone who doesn't know anything about skincare to try to step into it, dip their toes in, you know, because now it's like changed so much. So, yeah. In the example you gave, we definitely see that. Like nowadays I assume if you're not a complete skincare newbie, most people you meet will know the difference between mineral and chemicals on screen. Like that's something that's much more commonplace now, yeah. And the other thing is that the industry realizes that labels are very important. So now you hear things like clean beauty, you hear a reef safe, you hear like, there's all these stickers now that follow every product. You know, the idea is, oh, I make it easier for the consumer to be like, I've ticked off all my boxes, but then it's kind of dilutes certain like values and like the way things are formulated, it can like kind of skew that judgment. So it's good and bad. I don't know how else to say it, yeah. Yeah, it's hard.