So the next piece of the Desired brand effect is all about sharing desire. And sharing desire is basically the sales and marketing wing of your business. Now, obviously, there's overlap in each of these. And I mentioned that because sometimes it's hard to delineate things, you know, it's like sharing desire really does mean like the "pay it forward" mentality of like, you create a great experience for someone, and they share it with their friends in the sharing economy, which is really important. And I went to, in my master classes, I talked about it like this, you know, what do people do when someone gets engaged? The first thing that they want to see, like if you're with a girlfriend, she got engaged, let me see the ring, right. So the jewelry is a symbol of this relationship so that when people are experiencing your brand, and they're wearing a piece of your jewelry, people comment on it, they share it, they want to, they want to experience what it's all about. So the more that you can, you know, deliver a great experience in a brand experience for yourself, the more excited people are going to be to share what you do.