Well, let's stick with where does Z come from? Yeah, that's a Canadian me coming out Gen Z and Gen Z the millennials. So I know you've said before that status is the currency of Gen Z and millennials.

What do you mean by that? Well, you know people often think that from a marketing standpoint, money is we offer money, we offer deals, we offer this, a lot of people compete on price. It's not a very good way to compete.

That's for sure.

And that can be, then, there's a direct correlation

between status and revenue, as you just pointed out. And so if you can build status by building your tribe, building your value, then that is of tremendous importance, and especially to young people where they understand the value of status and how you can monetize that as a process over time.

But 'know thyself.' one of my favourite li ...