 you know, pet owners get coverage for their sicker pets, and they're probably going to be willing to pay two, three times more than someone who's getting a normal insurance policy. So if you love your pet, and many people love their pets, I mean, you know, trying to sell everything they can for a cat or a dog that inevitably has cancer. Here's the thing. 76% of Americans say they will go into debt for their pets. So people are willing to spend money on their pets, and this is a huge opportunity for innovation.