loyalty is not really a program it's an emotional outcome that you want your customer base to have loyalty is a feeling that people have for a brand a restaurant they like or their friends and that comes from a mutual trust that's been built and so at FanDuel we really focus heavily on building customer trust you're really thinking about the customer's best interest even if it's not your business's best interest it's kind of good for business if someone just keeps betting over and over and over again but the reality is is that can have a huge detriment in their lives it's about how do we build that consistency in our operation so that the customers can rely on FanDuel to always have the experience they expect from FanDuel and when they don't how do we recover from it which is I think something a lot of Brands Miss