Yeah. Well, I think that the you know, the number one role of marketing is actually brand that translating that into product. Yeah. Right. You know, so because people were talking marketing and financial services about trust, right? And actually, that's if people know, people trust you to trust this person, because they've done the work. Yeah, right. And, and trust comes across a number different ways. The number the major reason why people don't trust a lot of what's going on here is because there's major, that there's not very good marketing out there. And it doesn't, doesn't doesn't look like it should don't feel like this is a financial services product I can trust because nutritional market is like you and I have not been involved. Right, and especially in wave one, for example. So you know, I do think it's about making sure that everything is is, is working towards that brand. Right. And that's, that's not an easy task, creating a brand. And I think that's pretty wicked, a quick little conference, um, it's been a lot of time trying to do that. The second one is translated into or translate that into products, right, and then telling stories about the products that actually people can understand. Right? Because these things are so new analogies, right. And b2b world, it's always about analogies, right? That make sense of things. But it's also not shying away from the hard data, like I think, especially in investment products, and financial services, you know, people want to see people want to have the ability to have a look at the information, understand more about the products. You know, and I think it's about providing that and really simple, easy ways to do it. I think one of the issues that we had was actually really taking complex things and trying to visualize them. Right, you know, and show how say, illiquidity poor, whatever. So you created lots of little graphics or not had anything? Because, let's be honest,