 And it's becoming a self-sufficient business, which is really nice, especially considering how short a period of time we've been at this. That's great. So people get it. It seems like the consumers understand it or are willing to try it. Yeah. Yeah. Well, and then on the retail side, where actually I have much more experience than direct to consumer, we are on shelf in Whole Foods stores up and down the East Coast. We're in about 170 Whole Foods stores. We just landed on shelf in January. So it's very early, but we're starting to turn and we're seeing like velocities increase, you know, week after week. I haven't really turned on marketing yet, but that's happening next weekend. We're having our first wave of demos, things like that. So it's very early, but it's behaving and functioning just like we wanted it to.