 Right before I decided to move to New York, I was pitching this idea to my boss about integrating into the gloss into stores because it was beauty recommendations from celebrities or from beauty editors, photographers. And they weren't doing that at the time. No. Wow. And, you know, now that's how- That sounds crazy today when you say that, right? Yeah. Yeah. I mean, that is- That's the buying behavior now. Yeah, it's beauty marketing. Yeah. Like, it's all recommendation peer to peer. Wow. So you saw that early from a blog, essentially. Yeah.