“Yeah, it's ah it's a cognitive leap for one. ah We jumped into the space, my co-founder and I, when there were already a couple of competitive products on the market, ah this is mostly in the category of rental furniture at the time. It was becoming this interesting space. We had seen folks like Rent-A-Center in the past have very high success with rental models, but what we said is like, wait a minute, this is an old, tired model that is a little predatory in nature, to be honest.”