 Yeah, and here's the thing. It's a very simple story because it wasn't my idea. I was actually headhunted to come do this because of my background in working with dirty data and understanding the value and who could be using it. And so I was actually brought on to interview for the role and just kind of showed all the things I've done in the past. And the idea here from this consulting company was, hey, we've worked with product manufacturers in the past,