Rob Faro

Actual, I guess not familiar with that term.

I'd say companies that have churned out.

Okay.

What category did that fall into?

Oh, okay.

This is a revenue churn.

We don't have any annual size subscription.

Every subscription is monthly.

So all of our revenue is being recognized on a cashflow basis.

We did that for several reasons.

So our churn is really due to companies that are bowing out or that have gone down into their slow period and they leave for three, four months and then come back.

So a lot of it is basically, um, honestly driven by the origins of wedding industry marketing one-on-one.

It's word of mouth.

The site itself is very viral in nature.

If you look at the story views of what you're looking at right now, the inspirations, let's say you click on a story, you'll see that the other participants are

in that event were listed on there.

So every time we publish a story, they get notified, they've been published on Iowa Planner, and therefore they get to experience and discover the brand.

That's one aspect of it.

Conversely, our platform is very collaborative.

So anytime you're planning an event, on average, there's between 10 and 12 other vendors that go into an event planning cycle.