 So we thought that was a pretty interesting thing because, you know, we all buy from brands and they all don't treat us right all the time. And we want to help our customers treat their customers right and using mobility to do it. So it was a cool technology at the time. And also we thought it was a great problem to solve to get closer to your customers. Casey. So you said you've had a few businesses up until now. Is there any one thing that sticks out over like your entire career that like you would change if you could go back?