Carlo Cisco

And we've been seeing that over time.

Guilt just got acquired living social is in dire straits.

They sold their best asset to group on, um, about a year and a half ago.

So I think we'll see a lot of business.

Yeah.

Fab was a disaster.

Yeah.

Big, big disaster.

So we started working on it about three and a half years ago.

So it was right around 2013, I would say, is when we were starting to test the concept, talk to partners.

Basically, we wanted to see if the partners would buy into it, see how the customers would take to it.

And the idea there is it's twofold.

So on the merchant side, we wanted to work with the premier brands, these places that people actually want to go.

And we wanted to get them to provide our members with something on an ongoing basis.

But, you know, it's something that's typically profitable for them, sustainable for them.

And it gets the right customer to come, not just to come through the door, but to come back again and again and again.

So it's interesting.

It really makes sense for the businesses.

The businesses have been really, really happy with it.

And then on the customer side, we basically positioned it sort of against the premier credit cards.