That's what a cash culture is all about.

We create these incentives, frankly, and sometimes we create metrics and measurements for people in the organization that are, they're doing exactly what we told them to do, but it's just not always the right thing. And so I think the other thing is just we gotta look at what measurements we use, what metrics and KPIs we put in place if we're going to create a cash culture and make sure we're arming people with the right things to measure the right metrics, the right trade off decisions. Because I do think in most organizations people want to do the right thing. They just, they just either don't have the insight or we, or we, you know, like the sales example, or we've incented them to do something that's probably counterproductive.