Ricardo

Let's ballpark it to 60.

Then, of course, why do you do that?

Well, because there's a bit of arbitrage here.

A lot of people use bid caps and whatnot, and so they stop bidding when it crosses under the one bar.

And so, like I said, if you're competing in a category... Under one what?

than one ROAS.

So essentially this idea of like you spend $60 to get $60, right?

So does he have a ROAS of one, right?

Of course, by the way, you want to have higher than that, right?

You want to have two, three, four, whatever you can get, right?

But I'm trying to say is that a lot of the times there's a bit of an arbitrage around one because that's where everyone else starts to spend up until that point, right?

And so, essentially, but if you can take, like, something that is, again, if your competition is doing, let's say, 60, right, if you imagine, and, of course, you can now beat above it because you have either repeat behavior or so forth, then, of course, you can outbid them and you can make the economics work, right?

And in this category, not coincidentally, the reason why I picked this category is because there was an existing behavior, which was gifting, right, around people gifting to others.

And, you know, and you can search personalized books, right?

There's a category with a lot of products, some better than others.

And thus, you know, the behavior was there.

My challenge was essentially just to build something that is better or slightly better and be able to just outbid them, right?

Mm-hmm.

Yeah, we do.

But like I said, the upside of this is essentially the repeat purchases, right?