 Well, we know there was a lot to be desired with the M+. We were really excited to bring that one to the market with all the texturing that it had. Ended up with some different opinions out in the marketplace on it. So kind of came back to the drawing board with it. I think that the M+. Really was kind of that driving factor of like getting kind of artists that kind of throws out a new album that is like so different than anything else they've released. People go, whoa, what the fuck? Tried to bring an M to the market that was what we thought more people were looking for. We hit some things really well and a few others not as well as we would like. This time around taking those concepts we learned quite a bit with that product. A lot in terms of a single hit extraction and the surface texturing that we've got going on with it. We heard you when you guys said, hey, the M+, the heat transfers a little bit too much. All right, there's a few things that we can continue doing and evolve this thing a little bit. Let's see if we can't forget a way to streamline the design of the M to make it actually more simple to manufacture without having to make compromises and ideally so that we can lower the cost of making the M. Become more efficient both with machine time and assembly and all that stuff. This time we wanted to put a huge focus on lowering the cost to the consumer. How many companies are actually lowering their prices? Come together as a big group every single Thursday and talk about what we want, what we don't want and how we can proceed with the actual product. The Thursday product meeting is more of an in-depth meeting directly with our engineers, George, Jason, our test engineers, Troy and Austin as well. So we really get a detailed kind of feedback from them on the technical side. A lot of my involvement is really on the project management side of it this time around, making sure that we're hitting our benchmarks, making sure it's getting out to the testing group that we've got. It really making sure everything is locked in place for the eventual launch. It's 2024 and it's our seventh generation M. Well, a lot of the first things we did was really try to understand what parts of the geometry were things that we weren't necessarily keen on. Everything a little more subtle. People kind of really liked the round shiny things and so we wanted to play off that a little bit more. Overall, there was a hefty amount of simplification going on. So there's a lot of subtlety to finessing the overall flow of the device. From the machining geometry that we're working with, the coverage that the texturing has, the finishing process. I think what we learned from last year from the M+. Was that not everyone is into a really gnarly texture that if I can't see one in my hands before I decide to buy it, then I'm going off pictures and that's tough. We did a pretty aggressive texture on the M+. So we backed way off on that. To start taking things out of the programs that we get and start with kind of an interesting texture that we had on some stock. Had a bunch of different designs for texture in place that kind of fell back into like, okay, well, kind of like this, kind of like that. What if we mesh these two together? Try this, try that. First one to go was actually the mouthpiece portion. This was kind of iteration one. Dr. Jason and Jason, let's get rid of the lip groove. Let's get rid of the machining up here. It just felt right to get rid of the lip groove. Really changes like the look and to me in a positive way. So that just really gave the, I think the whole M7 kind of a fresh, updated, different look than anything else we've done before. As soon as we did it, we actually decided we really preferred the aesthetic look of it. And then that kind of expanded into the M7 XL version that we see, noting that it really looks good on either side of that. So I think that actually brought some cool aesthetic advantages. We started changing up the airport. You know, do we have two airports instead of one, 180 degrees apart from each other? With this iteration, there was an airport on the front and on the back. Seemed like a fun concept, but wasn't that well received. You know, one more hole to drill, one more hole to deeper, is it worth it? So then it's like, okay, we need to finish the other end of the stem. Just machine off a little bit of the texture, just give it a little bit of something, right? Not quite so plain and boring. Still similar tip here. You can see a little color because it had heated up. Check see how it worked. And then change the direction of the airport, because some of the feedback we're getting at the time was, well, I want to have a little bit more modulation when we use the rocker and rotate the device on the airport so you can better adjust the airflow, even this. People just didn't like the way that it looked. You know, they liked the ability to kind of partially close the airport, partially leave it open, leave it open completely, you know, invest both worlds. It's kind of how I landed, the offset lightning bolt, if you will. You know, it makes it a little bit easier to change the airflow qualities to the customer's liking. Switched out the button on the back for this style rocker. A near-final design. You can see that we've got the little holographic M there. We've got the airport. We've got this little detail here. Got just the taper on the mouthpiece side. We changed up the rocker a little bit. You know, you can see there's just a little extra notch right here. Maybe we could do a little bit more. Memory serves me right here, you know, when we really focused on texture. It's probably down to two within a few days. I think the best feature by far is the take that we've had on texturing this time around. The texture and the pattern is actually the same all the way across these, but we changed up the depth of the pattern kind of incrementally. And there was a lot of R&D that went into that texturing, different options that we had. Nobody else is doing anything quite like it out there. You know, it's a process that we've kind of developed internally ourselves to be able to apply a texture. Very light texture. Very heavy texture. Ended up going with the one that you see for a variety of reasons. I think it's a very unique process that we do to apply a texture to the stainless steel. And when people see this for the first time, especially with some bright lights that kind of reflect off it and you look at it. Being able to look at it in light and it has one effects and then you're kind of in a shaded area and it looks completely different. I think that's just cool. Working on the tip started to, again, move more of the mass from the stem side up to the chamber side. We ditched the fins and moved the mass around with the M-plus tip, kind of kept a similar profile. We knew where we wanted that mass. We knew how we wanted it to flow air-wise. If you notice the geometry now, all the way from the serrations on the top, all the way down to where the tip meets the stem, it flows really nice. It was more important to me to kind of keep those aspects of it, of what works, and dress it up in a way that it fits the stem. Whether it's a standard cap or an armored cap, because we've got a little bit more room between the very opening of the chamber here and right here. The cap doesn't grind on the chamber like some of the previous tip designs. It snaps on with a very nice distinctive click. I just like to sit there and fidget with it, click it back and forth. I really like the clicks. And if anything, it's just kind of another further refinement of, it's not just the cap that clicks, the components click together because they've been engineered to fit together and to integrate together in a very, very, I think nice and satisfying way. For the first time, we want to actually offer a mouthpiece with that unit. The mouthpiece end of it is really nice, especially when you flip the stem over. I think it just mates a lot better with it. Aesthetically, folks that like to kind of reverse their units and put the tip on the mouthpiece end, another good reason why we kind of dropped that dished out mouthpiece geometry. I know people are looking for an XL length, so why don't we create a mouthpiece? So we started with a few mouthpiece concepts and that's this one. You want the ability to kind of have it go either way and still look good, not like some kind of Frankenstein or something. When we look at all the various features, they look like they belong together. The design really stems from the woodwinds. Originally, you know, the snap in condenser design. I probably done like a dozen different iterations of that mouthpiece and tie and stainless. This is a stainless steel mouthpiece and condenser, which you can get in the M7 as an M7 XL, but it's not exclusive to the M. And it looks good on any other device that you can just buy just the mouthpiece and the condenser, you know, as a kit. It is a modular component that is compatible with the vast majority of all of the stems that we've made over the years. By and large, a lot of the feedback that I've seen with my testers internally and externally is just overwhelmingly positive remarks. Probably the most noticeable response has been, oh, stainless mouthpiece and an XL version of an M? Oh, that's fantastic. We're always trying to do better. We're always trying to develop the process in-house of to make sure everyone's on the same page and make sure that the customer's expectations are met and sales and all the things that have to go on. You know, we don't like changing things like last minute. We had the design of the mouthpiece aesthetically done. All right, we've all talked about it. We're going to run with this. Production starts, you know, basically tomorrow. The feedback was coming in, though, that it sure would be nice if we could have a little bit of adjustment on the condenser. Part of the feedback that we were getting was just actually a more restrictive airflow. But the huge note that we got from them was to add additional grooves or some way to regulate airflow control just for the user experience. I said to Jason, you know, Jason, I know we've got the groove that the condenser snaps into. It holds in place really nice. Can we make this adjustable? Maybe we could just put another groove in there so that we can have a couple positions. Here we are, you know, last minute, like literally right before I'm going to start production. Like in 10 minutes, I'm going to start production. We just pump the brakes. About an hour later, he kind of walks in with a big grin on his face and just goes like this. Just dropped it in George's hands and walked out. Now I got to take this over to the other people. I'm like, you got to go take that, talk to the other guys, get their blessing, if you will. Should we do this? Here we are. It's past the 11th hour. But we haven't actually made any yet. And we haven't shared any of the messaging and the information with anyone else. And I hope it's worth it. And I hope that everyone internally and whatnot doesn't get pissed. My initial reaction was, whoa, are we really going to make a change this light in the game? It was really fun because I didn't say anything other than I've got a little problem. I just handed them the condenser in the mouthpiece. And they're looking at me and say, what's the problem? I didn't say anything until they go like, so they had a little meeting. We had to take a look at it from the consumer's perspective as well that I think adding it added a lot of extra value to the product. Sent me a message a little bit later in the day. I said, yep, we're going to go with that. I think we did the right thing. The feedback you got was a run with that. Awesome. Taking their advice, we went ahead and made those changes right before we went into production, but we're super stoked with the result. People are loving it. If I were at the machine, we started making multi-position M7 mouthpieces. And I'm glad we did. It just changed the entire thing. It changes the entire experience. We've always tried to have very prominent machinery, different Easter eggs kind of contained within it. But I think the simplicity of the device overall, especially with that gemstone style mouthpiece, it's one of my favorite looking M's to date. We've been getting some really great feedback. People are really enjoying the ability to have an Excel version of an M. That's been very well received. From what I can tell and from the feedback that I'm aware of from both people in the company and others that we've shown this to, it's been very, very positive. We kind of gave everybody everything that I think they were looking for. For the people that have tried it and used it, we're really happy with how well this new tip extracts. The tip is designed to actually hold more heat. So the wall thicknesses on the M7 tip are thicker than in past versions of the M. So it does retain that heat a little bit better. It helps with it fully extracting your material. Taking a lot of the aspects of the M+, that people were really keen on, changed the look of it as that they just weren't so happy about, coming out with a product that really hits all the benchmarks. I firmly believe, and I think you will too, that the M7 is our most refined M yet.