I don't have underrated to the right word. It's certainly overlooked in a lot of startups, especially well funded early stage startups. I think it's important mentality for the CEO tohave, but I also think the CEO needs to make sure that they're not getting tripped up on the principle of frugality when they should be, you know, really doubling, tripling down and anything that has hypergrowth associated with it. So it's a really strange balance of being frugal, about sort of the baseline things but being hyper aggressive and the things that are working so underrated, probably not quite, but definitely under thought, especially in those startups that have raised a ton of money. Just hire a bunch of engineers and marketing people too soon. You don't wanna throw all your money at Facebook and Google for ad dollars.