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deal the values. And when we everyone talking about, we're not calling it Christmas. We can't say Merry Christmas. And there's a war on Christmas. Well, damn it, there's a war on Thanksgiving That's there's so much more bigger than so. Then I was like, All right, well, let's go to the advertising side of it. Right. So we have a good friend of ours working advertising a lot of years, and I asked them, Okay. Okay. Hey. What? So what's going on? He's like, Well, he goes Look at like this You make a lot of money on Black Friday. Long story short. So if you like a CEO of a company going, Hey, I had a crisis of, you know, you know that a conscious, you know. And I think maybe we shouldn't do this anymore, because, you know, people are dying. He goes, Yeah, they're gonna get fired because the profits, they're addicted to it. You can't just change it, right? But then he goes in the same breath, though. It's lazy. Can you give a good example, Ari? I outdoors created their own out there. They have, like, this really cool hashtag and they tweeted it and that they did it last year. They're doing it this year, and he said smart companies will be able to use, um, you know, positivity. It's harder, he says, not azizia sphere and fear of missing out. But you know. But there's was Ari. I every day is a good data. Hashtag opt outside. And what they say is spending time outdoors is important. So we pay our employees to opt outside every black Friday and invite the world to join. But the opt outside is bigger than just one day. It's about our routines throughout the year. The ones we need and the ones we need to rethink. That is cool. That makes me wanna go and shop there. I have never shot the area. We don't have a Texas wow, very cool company. They're actually
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