Simplicity can become a core culture... and the customer will notice.

Simplicity is actually like, it's the core of everything we do. So it's not only just the, the logistical part, the interaction with the hospital. We try to keep that as streamlined as possible too, which everybody would hope that they have that interaction. But like I said, the simplicity side is pretty much from everything from the developing the product to, I mean, interactions with KOLs, like stuff like that, part of the, the sales process. But for us, it's like, it's, it's a mantra. Like we, our CEO, I mean, he's, It's not uncommon to, after we have a meeting of like a new proposal of something that we're doing, it's like, all right, let's make it easier. Are we taking a step out that's normally in the system? Is at the forefront of everybody's mind. Well, our OKR system, I mean, that's an OKR for everybody. You're trying to find a way to take a step out. Can we take a step out that doesn't need to be there? So everyone is always thinking about it.