 When you talk about J.Crew saying, like, we think we're going to have, like, you know, healthy athletes in our campaign this year. And we're not going to have Lizzo, you know, on the on the billboard. Suddenly they're realizing, like, we're going to lose customers like we've pushed this too far. Something is happening, I guess, which gives me a little bit of hope that there's there's pushback. Reality bites back.