If someone comes to me saying we already have a great business and it brings in $100 million a year, could you maybe help us bring in $110 million a year? Well, look at it. And I try to find obvious flaws. And I think the trick is, is to come in with fresh eyes. People inside the company have seen their landing page, their graphics, their logo. They've talked about it every single day for the past two years. They can't possibly know how someone like me or you seeing it for the first time, sees it. It's like, you know, if you've heard a song a trillion times, never hits the same as the first time. And so there's something about familiarity that ruins your ability to give critique. So I come in and look at a page for the first time and I can instantly say I didn't know what this section says or what is this and they go ohh interesting and we start changing up things little bits at a time.