New products based on "feature creep" is not a sustainable strategy and customers will push back.

Is there enough money in healthcare? I would debate there probably is. There's probably just people that, and entities that are better at extracting that money. We're, we're at a point now where the foundations are starting to crumble. And then we get to where we have with respect to medical device. I mean, we already know how we make money. We just keep making new product every 5, 6 years, charge a little bit more, obsolete the old generation. And we rationalize these with being innovative or some innovation or some new product to new addition to it. There's, these are all new product places in the trauma world that brand new systems that launched in the last few years. But I will be very blunt in the fact that I don't think Bonebridge would exist if people started questioning whether or not they were relevant or not. And then this, I stole this line from, from, uh, Tiger Buford with feature creep. I think it's a phenomenal word because it's pretty much where we are. It's just add an extra little feature to your system a little bit more just so you can say that your has something that nobody else has and you can get on that, that health system contract that everyone's fighting to get. And it's really not about. Is it providing a clinical benefit? It's like, ah, mine's different, I should be able to get on this contract.