Unravelling threads to understand and help a business

And you start to find that story is much, much deeper. Yeah. And it's like, it's almost like unraveling, you know, you pulled the thread and then you find out, well, I've pulled the thread and now there's another thread. So you, you're pulling several thread. I said it to you that you can't have too much information, you know, and what's interesting to me is that when I initially spoke to this company and we were considering doing some work together, when I was asking them about why should people buy from you as an organization, as a manufacturer, it was all top line stuff, and these are really smart business people.