 So I think the first thing is, you know, you got this desire to start a business and perhaps you've worked for somebody else and you've seen what has worked and what has not worked and you want to create your own formula. You want to create your own brand. So the motivation can be a lot of different reasons. So I think you got to take that energy and you don't want to weigh it down. And the purpose of our conversation today is hopefully not to weigh it down. But I do think there are some considerations that...