 the middle market and how you come to that. So let's start at the high level about why your strategy is specifically middle market and not going after the most lucrative clients, but going for the people who will need it. And secondly, what unique practices you use. Right. Yeah, there's a lot in that question, Robert. I'll kind of start up high and then kind of bring it down. So as you said, we have relationships with 39 million consumers today.