specifically incorporate incollusii inclusion, it is part of marketing. in june they had pride rides in celebration of pride month. so this is the consumers of these brands feel like this is a slap in the face and do not want to support anything even indirectly that supports president trump, so the company put out a statement today saying essentially neither equinox nor soulcycle have anything to do with the event later this week and do not support it as is consistent with the company s policies. no company profits are used to fund politicians. but they re making this technical distinction that just doesn t hold water, jim. it doesn t matter to these people whether the company s profits directly go to the fund-raiser, they don t want to indirectly support the president either. unclear, however, what the backlash will really bring.