So how do you start this process?

Well, normally what we do is we basically just sit quietly and listen to Spotify, which is what we're going to do for the next hour. But usually, again, going off of the parameters, the boundaries that have been established, we talk high level. What's the initial flavor? And we got some of the questions down here. What's the experiential difference going to be between these? Why would someone choose to go to one brand over another? Do our existing brands work for these? Which is actually an interesting thing too, because we have a lot of companies as it is, and it's easy to go like, oh, we'll come up with something new. But at the same time, that's not necessarily the best way to go, because we have hundreds, if not a thousand companies in creation at the moment.