There is a strategy now, right, a different environment to say, 2020 through 2022. And I'm trying to make sense of of what links it all. You seem to want to look at the high street a little bit and retail.What is your big strategy. Well, yeah, just in the past year, we've actually rolled out from 19 locations to over 100 locations for distribution. So we now we have more places for people to see and touch and feel the total product, which is incredible because we have 75% NPS and some of the lowest churn in ...