And when we look at marketing and advertising and consumer marketing, there's two main classifications. One involves media impressions, so the metric is impressions. So, big companies, I'll say Ford, so they spend a billion dollars creating impressions which will be TV commercials and print commercials so those are brand informational impressions. But they also spend many, many millions of dollars on interactions. And so in general a human interaction or consumer interaction is much more expensive than an impression, but there's clear research that shows in the right environment with the right targeted audience it's also much, much more cost effective. But when you're doing an interaction you don't need to just convey information, because impressions can do that. The idea is to use an interaction to create emotional connectivity because when you have a live event, it's live. And in the case of The Science Boutique not only were the items for sale, but Charity as a scientist with a background in astrophysics was a live person and so being able to have more live interactions because the contact point is the human interaction.