great to see you both. great to be here. thank you. you do a lot of co-branding or you have. and what struck me about the piece, what seems to be the most important line there is you have to know and trust your partner. right. because the bottom line is it is a partnership. and so both people have to be bringing something of equal equity to the table. you have to outline your expectations of what the contribution of both brands is going to be very clearly like they had suggested in the piece. and you have to make sure you re on the same pages in terms of growth and where it s going to go. like any partnership, if you re not constantly in communication of how the two brands are going to line, that s when problems start to come up. i love co-branding as a strategy because if you can bring two brands of equal value together, you tap into your audience instantly and can come up with a better product without having to start the resources from the ground up. well, and you sort of