 We are not a fluffy agency. We are a data-driven agency. We don't like to make decisions without having data to back it up. Data and analytics are the cornerstone of what we do. Something that we're seeing happening, and frankly it's been happening for a while, is there is basically no delineation between online sales, offline sales, in-store sales, sales purchased through big box, through retailers, through dealers, through reps. It's all a singular purchase experience as far as the customer is concerned. And this goes for every customer. This goes for architects, builders, contractors, GCs. If they're in the building material space, they're not considering, okay, well now I'm online and this is what I expect. And now I'm in the aisle at Lowe's and Home Depot and this is what I expect. They expect seamless marketing, seamless messaging. They want the same product information on the package that they find on the product landing page. They want the same information from the rep that they find on the package in Lowe's that they find on the product page on your website. And we want to give them that seamless frictionless experience. We have a saying, if you confuse them, you lose them. So one of the things we work on with manufacturers is making sure that no matter where someone encounters your product, no matter where they encounter your brand, whether it's at a trade show or at a lunch and learn, they're having the exact same experience to start to finish. Everybody's beating the same drum. Everybody's saying the exact same talking points. If you have a conflicting message, if you say one thing about your product online and another in a rep meeting, they're frankly going to question the quality of your products. We want to give them no room for questions and then actually do the opposite. We want to answer their questions every step of the way.