 People will say like on Instagram, it's a 10 and in real life it's a 6, but to some extent it's like I'm eating at your shop and I post it on my gram it produces this like FOMO for other people being like oh I want that like oh I'm hungry maybe I should go check this place out. There's this like fourth element that is brand new that a lot of restaurant tours when I speak to them about when they quit during COVID or a little bit after they're like the game has changed and I'm tired and I don't want to work. And that's okay business changed but it's like the people who get that the people who get this like fourth new dimension of business are in such position to win and I think if people double down on that you'll be here long term for sure.