 To build a brand, if you're going to do it digital, it takes money because their attention is grabbed by something else. Money is fuel. You can have a Ferrari life, but you don't have any fuel in it, it just sits in the garage. So a lot of people's life, they're smart, they got ideas, but you can't pull it off until you put some fuel in the tank. So nowadays, money to me is that fuel, I got an idea and I can do it.