So when you rely 100% of your advertising budget on social media ads, you're going to attract a lot of window shoppers because you guys just prove it to me. You don't wake up in the middle of the night going on Facebook or Instagram to buy. Do you buy on there sometimes? Of course. But this is who you're targeting. This is what you're building your reputation off of. This is what you're building your list off of essentially on social media. People don't go on social media to buy. Now to make matters even worse, the cost of advertising is on the rise. And this is always going to happen with any type of advertising platform.