I think that there's another category that could be explored that's just about Charity's identity. We've now spent some time together, like no, we don't know each other, but I feel like she's a really interesting person and I think that bringing out her identities of artist and scientist is another part of the selling of science. Like who is a scientist and not all scientist consider themselves not artists. Many scientists are also artists, and so to have someone who had a biography in the shop or who proudly display information about other scientists who have these dual identities, like maybe someones a scientist and a rock climber, whatever. Scientists have very many, many things, they're multidimensional, so I think that, that's another point of opportunity to have emotional connection that could be explored with The Science Boutique, but in other types of retail environments, is emphasizing the person who is a scientist.