Yeah. I loved your word irresistible because, you know, as marketeers, you know, we have to have that level of vision, you know, there’s no point just being the next convenience store that people go to, you know, just because it happens to be convenient, you know, in terms of location. So I love that idea of where they actually get the brand love. And my other, I suppose, maybe even final question for you, Derek is what always intrigued me. When I worked in convenience, retail was, it was in my mind relatively late to the loyalty industry. So we know that airlines have had it for 40 years and hotels and all of the other kind of wonderful sectors of retail as well. But I think because of the, the speed and the importance of removing friction, of course, convenience was always something where you almost didn’t want to be asked for, you know, a form of identification in any way.