How chasing one big client almost killed 18 months of innovation

And we ended up almost becoming like an agency for them and not focusing on what the market needed. So it was just like, keep them happy, and it will keep the lights on. And it was a real issue. We almost lost well, we lost probably a year and a half of innovation doing that. So is that sort of what you experienced as kind of, like, working towards, you know, a big corporate, you know, what their, you know, priorities were versus what you've maybe instinctively thought the market needed and then and then it not materializing and sort of losing the way slightly?

Yeah. Look. Absolutely. I think the the big challenge we face is we were trying to build a consumer proposition