 We listen. It's not that we're necessarily, we do also put them on camera, but that's not what I meant. We're giving them a voice as far as feedback on the strategizing, developing how we're going to execute certain campaigns. There's a core kind of focus on how we're branding. We don't just do everything different each time. We have our brand and within those guardrails, within that definition, we have different ways that we like to get people's attention because that's what branding and that's what marketing is about, getting people's attention.