Yeah, I think one of my favorite, one of my favorite examples is kind of when you think something is going to turn go one way, and it doesn't. So it's almost like the blue is taking tests that really, really get me excited sometimes. And, and I've run a couple tests recently where we tried to give the user too much information upfront. So they basically have everything they need. On the homepage, you give them every piece of information. But then they're not. They feel like they know everything, and they don't feel like they have to keep moving. So say, instead of giving them your entire story on the homepage, you make them go to page number two, where there's a Donate button. So you're getting them, you're kind of inching them down the funnel. Recently, I've run a couple of tests where we did try to give them you know, information upfront, it didn't work. And we're seeing, we're talking like 10s of 1000s of dollars lost on something that seems so intuitive, and sometimes seems so intuitive just to just give everything right away. But if you do that, sometimes you're missing out on giving the user the chance to take that next action. And like I said, those are my favorites. Because, you know, you think you you think it's gonna go one way, maybe it doesn't. So the test itself was, we assumed that if we rolled over an image on, on what's called the category page or in ecommerce, and give them an alternate image, so you've seen it on websites where you roll over an image, and you can kind of see like the back of, of the shirts, when you do that rollover. What we found was that instead of people then going to the product detail page, where there's all that additional information that's great and helped you decide whether or not you want to make a purchase. They weren't doing that anymore, because they saw the front of the shirt, they saw the back of the shirt. That's all they felt like they needed. And so ultimately, they didn't go the far they didn't go all the way down the funnel to make the final purchase.