Adam Tishman

That's what we did for, let's call it the first six to seven months while we were focusing on acquisition.

Recently, we've forayed pretty heavily into audio, seeing a lot of great results on the audio side, particularly in podcast, actually, as well as Sirius XM and terrestrial radio, which is sort of normal car radio.

Those are our main acquisition points right now, though we do have plans to enter into different channels as well.

Yeah, you know, it's a really great format for us.

I think when you think about our category, it's a longer term, longer lead purchase.

So people, you know, it's not an impulse driven purchase.

And it's also something that you're not really buying unless you're in the market for it.

And so we find audio to be a great mix of just having the scale for general brand awareness while also being impactful on a DR basis.

It's close to there.

So, again, it depends.

It's, you know, it's probably a number that I'm not willing to share the number directly, but it depends a lot on whether we are considering that sale a test sort of like in the test phase or in the sort of more mature acquisition phase.

Yes.

You know, the answer is yes.

It's a number where we feel very comfortable that we can scale profitably or at least net margin profitable when we think about each acquisition.

Essentially, the way we look at it is you have your customer lifetime value and then your cost of acquisition, same way everyone looks at it.

Our business model...

It's different in that, unlike more of a subscription-based model, we realize almost the entirety of the customer lifetime value immediately.

And so, you know, we currently do not offer other products, although that's something that's interesting to us, but...

What that means for us is the game is almost a little bit simpler, yet more complex in certain areas where we just have to make it work immediately.

So we're willing to go higher than that.