 When you're doing direct to consumer, how do you figure out the unit economics? If you guys run ads on Facebook, do you have to figure out your, your average order value, like your CPL and all those numbers? Is that something that's top of mind for you guys? I really advocate for an approach that starts with kind of a foundational understanding of the numbers and the analytics and layers on a very empathetic view of the customer. And bringing, marrying those two is really how we make our decisions. So to your point, unit economics is a super important metrics that we pay a lot of attention to. So yeah, with my background in management consulting, I would say I really prioritize that.