We've been very sensitive to consumers and how they feel and what they're going through. How do we enhance their lives? In a moment where self-care is still important, the possible end is so much stress. Do these things that we've been leveraging? Tremendously, when we do IDA, we try to test our IDAs and get consumer feedback alive. So we're iterating with new ideas as we go. So it's been a kind of like a co-creation with a consumer, which I really love. And I think one really good folks likes about.