 It's pretty lovely, actually. Isn't it? I like that story. Yeah. It doesn't always start out pretty, right? And for a lot of businesses, it doesn't really end pretty. I could not believe these numbers. I found this study from Shopify. They looked at businesses that started in 2018, and by the fifth year, 50% of them had failed. Wow. 50%. Isn't that crazy? Yeah.