Greg Stewart

They're learning about ladder in that video.

If you've seen and build trust with someone who's endorsing it or you have consciousness and nugget,

Yeah, there's a higher likelihood that that person is going to take the first step.

So I think the two played together.

And you asked, like, what was the supercharge over the last couple of years?

We did a deal with General Catalyst that changed the game for us and their customer value fund.

And essentially what we realized is the capital markets aren't funding CAC.

In consumer companies, we can't just go raise a bunch of money just to put it into TikTok.

The appetite's not there, no matter how good the product is.

And General Catalyst has solved that where they're financing our investment growth every month.

So the payback happens over time.

It's not as much of a cash hit.

But it lets me think about half the house is very performance, very controlled.

You can underwrite it, which General Catalyst did.

And now we're going to go invest in some squishy stuff that should be proven downstream that it has an impact and makes things more efficient.

But it'll be iteration, nothing else.

It will be a game of figuring out what works, what doesn't.

The fun part is you get to see it every day and it's impacting people.

That's real.

We're providing real value.