 you know, not control it. This is not about monopoly kind of thinking. It's just have a really big impact in a niche. It's often a better move than to sort of drift all over the place to different audiences. What were the biggest challenges that you had in growing the business that you said, my gosh, I don't think this could work? If you just think through the lens of how to sell insurance, and not a lot of people have, you know, not everybody thinks that way, certainly not every CEO thinks