 Well, I think a huge part of it just comes down to lack of awareness. A lot of Americans don't know pet insurance exists, you know, at least like I'm talking five, 10 years ago. And even if people do know that it exists, they're not aware of how it works. They're conflating it with human health insurance. And, you know, when they find out that it isn't, they're frustrated by it. And more often than not, they'll just like think, oh, it's really not worth spending this money on a product that isn't helping me because they're not understanding how it works. And, you know, anecdotally, I've heard from friends and family that