Oh, the very first thing that we're going to talk about today is the difference between direct response, marketing, or advertising, and branding. Well, basically direct response for me is something like where you're making one offer for somebody. They see one ad, you make one pitch, you try to get them to immediately exchange their name, email phone number with you in exchange for that offer, some return on value. Branding is more like a slower play. We went from the rule of seven touches to the rule of 50 touches. That's where they're recognized your type font, your type. That's where they recognize your colors. That is really, really effective for no like trust. You know, with both of those times, I know we both kind of came up with a direct response. And the classic answer that you guys are always going to hear on this show, and I think in real life, should be it depends. Because in a perfect world, with the added unlimited budget, you'd say, I would say both.