And he found a guy that could do crazy stuff and he invested in like, hey, and this is pre Sean white pre all those people. Like, hey, you seem to do crazy tricks. Like, yeah. And these guys are making no money. It's like, I'll pay you money to do crazy tricks for me. And he kind of had that vision for it, right? And then give a shout out to Matt violas who weirdly, he's more famous by his nickname than he is by his name. Mayhem is his nickname. He would shape under the word mayhem. I'm sure you've seen it. It's usually written in a semicircle. If you were to show you the mayhem graphics, you'd be like, I know exactly what that is. I've seen it many times. Yeah, I'm like, look. So this was like in the 90s. I think I know what this is. I don't know. I just want to make sure I'm looking at the right thing. What's the full company name? It's called lost. You typed in mayhem. Oh, okay, yes, I do know this now. Okay, sorry. Did you practice times look at surfboards? But now I know it. Yes, I have seen it. It's on. It's on more t-shirts than it's on, surfboards. So Matt bilos started lost enterprises. And at the time, loss was like the brands were all abound and quicksilver, which were more fashion brands, and then he was like, and they were this was also in the 80s, so everything's like bright and super colorful. And he kind of went opposite of all that. He's like, dude, I'm like a grimy guy. I don't have money for sponsors. We're going to build up as like the people's board. You know what I mean? And he just kind of did it his way. The story of lost enterprises is similar to it's not it's similar but not because the surface industry are existed, whereas snowboarding didn't exist. Carpenter was creating something that didn't exist. But yellow is kind of went the other way. And he's like, he was the one that was the one that was valuing tricks at the time. That regards similar.