Oh, because I mean, he’s fully, right? Because you don’t be talking about, well, I call it cost-relationship, call it, whatever you call it, but the word relationship comes up in there and your relationship is very close to love. So, so, so I fully agree and, you know, I always say, well, if it’s a relationship tool, you just look at your personal life, how you treat your, your, your spells or whatever. And if you apply some of these techniques in your loyalty program, while we would all be box Federoff, but unfortunately today the programs do too little at that level. But I think at the end of the day via getting back to that because we are competitive and, and yeah, and somebody who’s doing things better than others, they, they definitely, they, they, they managed to engage customers better than others.