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It's a smaller retailer, The Fresh Market and Firework, which is like a well-known live streaming business, they have a new AI product where they'll have a live stream, and then after the live stream goes off the air, you can still ask the person doing the live stream questions and they'll just give you artificially generated answers.

And I think Suzy and Evelyn are exactly right, it's often because senior leadership can become distracted by shiny objects, whether it's the Metaverse or livestreaming or ChatGPT and all of this stuff, if you don't have the basics figured out, is essentially useless, right?

And everyone is desperate for live-streaming to be a success in the US and in Europe. But is it a success? Not so much because consumers aren't sort of desperately wanting that. So, build it and they will come, is not necessarily true in this case, I think. Unless, it's genuinely answering a problem that people have. Marcus Johnson:. Right. People in the West tab, a lot of the-. Carina Perkins:.