 Think about your hometown. Let's say that you have a new restaurant that comes out. You have a couple of friends who are probably gonna go try that restaurant no matter what because they'll do anything to find the best restaurant in town, including trying something that is completely unproven. Now, you probably also have friends or relatives or parents who will not try that restaurant until at least 10 people have told them that it's good, that it's worth the money, that it's worth checking out. Those are what we call the laggards. And so we have a whole spectrum of customers in between these two. And the more we can bridge that gap, the more sales that we're gonna make. And this is where branding really comes into play because you can go out there, you can make sales to the early adopters in a new industry, in a new business today with no brand whatsoever. In order to get the people in the middle that are more skeptical, they're not willing to take any risks and all of the risk has to go onto you as the brand for them to canned over any money whatsoever. In order to get them, they play a different game.