and there s a need to kind of bridge that gap between those who serve and those who don t and kind of have that conversation. so our logo is iconic of that and trying to bring together civilians and those who serve and a lot of our products are geared towards patriotic met aning and saying the things that messaging and things that shouldn t be controversial. i stand for the national anthem. it s something i teach my kids, something that i highly encourage everyone else to teach their kids, what the national anthem represents to service members. it s remembering those who paid the ultimate sacrifice. it s the individuals that we wear on our wrists, the individuals that you put up on signs. but it s more than that. but other companies have gone more p.c. and kind of been afraid of this, it s created a market for you, right? absolutely. we doubled down with our val use. we partnered values. we partnered with incredible organizations.