 As you're talking, it's reminded me of a conversation we had with a Theragun founder and so percussive muscle therapy and he talks about that he's been laughed out of rooms because people didn't, there was no science to back this when he first started, I believe now like 10 years ago. But his immediate response from his patients was, this is beneficial, it's working. And so he had this thing where despite the critics, let's call it the scientific community, not really knowing how to embrace him and at the beginning really thinking like, this is silly, this whole idea is really dumb. And then to today where there's published papers, there's published science on what he's developed and the benefits of percussive muscle therapy. From your perspective, what was that like, because I'm sure you dealt with it too, where people, even though there are some studies, but once you're out in the world, and again, this is your baby, so it is personal and there's a lot of investment. What has that been like for you? Are you not so much funding, but working with the scientific community in some way and kind of pushing the science and creating science? I just wanted to dig on that and what that's been like. Yeah, I mean, look, that's, of course, has been challenging because to your point, like Theragun, you come out with a new product, you're the new kid on the block and people are saying, molecular hydrogen water really, today though, I have to say there's over well over a thousand published papers on the efficacy of molecular hydrogen and health and wellness. The Japanese government just approved molecular hydrogen treatment for postcardiac care. They've linked it now to helping 170 different disease models. So there is now substantial research on molecular hydrogen, but going to people and telling them about it was really an uphill battle. And the other part of the story is, I didn't know anything about the beverage business. And so how do you even go about it? And the only thing that I thought about is BevNet, which is a group that is widely supported by the beverage community, they have something called BevNet University. And at the time pre-COVID when you could be at places, I would just sit at the back of the room and just learn and take in as much as I could to learn about the beverage industry. And I had no idea what I first started, what I was getting into. And it takes a lot of money to be able to launch a beverage successfully. And then I had the science aspect of it. But I think one of the things that was very helpful for me early on, even when I had those little square pouches, is that I would hand them out to friends and family and just say, here, try this and tell me what you think. And it was amazing how many people came back to me and said, wow, it helped my headache or maybe they had some other types of inflammation or if they were athlete, they felt that they recovered better. So all of these stories were coming back to me so that I knew that I was definitely on the right path. And you spoke to just so many doctors and it's amazing how many medical practices actually purchase H-Factor and they give them out to their patients. And I think most importantly, one of the earliest things that happened was on TV, the LA Lakers were unbeknownst to me at the time, we're buying H-Factor. And Steve Kerr was doing an interview on TV and you couldn't ask for better product placement right behind him was H-Factor. And so that really helped give us a boost. And then what happened is not just NBA, but NFL and professional golf, tennis, major league, baseball, they all started to tell their friends and we're just started organically going out there. And we really started to get a huge following of professional athletes. I wanted to ask you that. So you have on one side, the medical community as a market, right? So post-recovery, radiation, that side of it were some of the science in Japan is let's let's call it more proven or moving along further. Then you have the athletic community. How do you decide? Like how from a marketing perspective, this has got to be a nightmare, right? It's like because the medical community doesn't necessarily want it to be sexy and beautiful and colorful. They just want it to look kind of plain Jane and make sure it works. Whereas us, let's call it or like the athletic community or even the hotel groups that you're working with now kind of prefer some edge to the product. And so what was I mean, that must have been difficult. I can imagine it's a marketing nightmare because your product appealed to so many different sectors. And in fact, you know, my background was e-commerce before I started H-Factor. So my game plan was not even necessarily to go straight to grocery, but to go ahead into e-commerce. H-Factor has created so many different stories and so many different twists and turns. And I was at one of the glossy magazines in New York, had a cocktail party and I got on to their it list. So I was invited and I had a chance meeting with the former CEO of Hudson Bay Company. And I sent him a case of water and he got back to me and fell in love with it and then said, I'm going to let you in on something. We're going to be doing a six month pop up shop at our Saks Fifth Avenue store in Manhattan. And we like H-Factor to be the beverage. And they brought in Peloton. It was everything cutting edge at the time. And talk about real estate, you know, location, location, location. We got front and center and it was such a beautiful space that they created for us. We had a living room, a hydrogen bar. It was beautiful, right? You know, as you walked off the escalator and elevator, we were there. And so how this, you know, took another different turn for H-Factor is we got so much publicity from not only nationally, but internationally. So then all of a sudden it propelled us almost immediately into the grocery market. So here I was, you know, thinking, oh, OK, I'll do a slow growth in e-commerce now we are everywhere. So it was very exciting. And that was about when we launched in summer 2017.