As experts, we live with whatever our service is every day. It's nearly a hundred percent of what we're thinking about for our business. But the people that we're talking to, it might be a fraction of 1% or even less of what they were even thinking about in their daily life today. So what we need to do is create a runway of awareness. We need to create desire, curiosity, and excitement. We need to get into the conversations that people are already having so that we can create the connection ahead of time and can guide people into that buying decision. In order to do that, we need to have a runway.