General public is just like this catch all term. That doesn't it's not really descriptive in a helpful way for you as a purveyor of both things that you want to sell and a purveyor of knowledge that you want to integrate or weave into a conversation. And the idea that somehow you could just give that knowledge to people and they just kind of want it, I think, as an older model of thinking about science communication, where you're, you guys are experts and you're just dumping it on people that come to you. Whereas I think thinking like who is my audience? Why are they coming here? What did they want to know? And that's primary. And so that should be both primary for collecting information. So you can keep, I'm learning more, and more and more about who is a Startorialist fan? Why are they coming to you? Why are they buying things from, how do you differentiate those audiences?