and I'll totally say straight up that like I definitely went through a period was like can I liquid death mental health I mean if I have to get up every day and talk about it and like bet my credit score on it and like drive around all day to meetings on it and like come home at 11: p.m half the week because of it I better be confident in talking about it right like other that then I am living like a very protracted lie right now I don't actually believe that um and so you know we haven't done any like brand marketing of any kind yet because we're still sort of in our we're post soft launch pre hard launch I don't know what you even call that next step and so we haven't done any like real brand campaign or real brand voice stuff and it's like I know we can create something spectacular there that's like honest and as me and is has a ryness or a cheekiness to it but yeah I mean I would say that liquid death is the perfect example cuz it's like you know those guys started their company well before me and they left um advertising well before me and I'll totally say straight up that like I definitely went through a period was like can I liquid death mental health and the answer is you pretty much cannot