Katie Bavoso

I don't go to Stonyfield or the actual sites in which they produce these milks and actually milk the cows.

I go to a grocery store in order to purchase because if

hood and stony field and i really hope i could say these names because this is going to be a lot of bleeping if i can't uh but if all of these particular milk distributors wanted to get milk directly to me and i had to go to them it would be a mess a logistical mess for them to be able to do that so they rely well we used to have a distribution for milk it was called the milkman right

Yes, yes.

Grant, the milkman was maybe the AI of his time, but we can get into that at a different point.

Interesting.

So in this case, and Grant, throw in the milkman strategy, and there's also going to give me a few other comparisons.

But to get back to my original point, within the channel, you can consider MSPs and resellers, managed service and solution providers and resellers.

as the grocery store situation here.

So we're not going as consumers directly to HPE.

We're not going to Dell.

We're not going directly to these vendors that are providing the software and the hardware at scale for our companies.

We're going to these smaller shops who are able to provision us

From everything, from those computers that all of us need, and when I say us, I mean the employee base, to the software and cybersecurity that is built onto them.

And the reason for that is because when we go to these MSPs and resellers and other solution providers, they're able to work with the vendors at scale where it's not just one vendor they're working with, they're working with a ton of them.

That's why when you get a laptop that's maybe a Dell laptop, has an Intel Core processor on it already, thanks to another channel relationship, and you get it with maybe Bitdefender built onto it already, which is a cybersecurity software.

These are all different pieces of technology that are built into one computer, and they're able to distribute them to your workforce of anywhere from 25 to 30.

200 people, even more.

So that is, in a nutshell, what the channel is.

It's a method of getting the technology to the consumer through the channel, which in this case would be resellers, MSPs, MSSPs, distributors.