The other area that we're very hyper focused on is partnerships. Because partnerships open up new avenues, new audiences. So you may have heard about the Brewers sponsorship. So we went into a Jersey Patch sponsorship with the Brewers, the Milwaukee Brewers. For two historical legacy brands based in Milwaukee. But the interesting thing is that team is going to travel all over the US. Spring training. Right, so we see that as a wonderful way to extend presence in communities. Where we have financial advisors that will then maybe invite the clients to be part of our Brewers experience. And so we think very creatively about partnerships.