Tom La Vecchia

And you know this probably better than I do.

It's hard to get to men.

So for example, if we were to run a campaign selling anything to women or selling anything to men, men are inherently more expensive to get to.

So this kind of buttresses the point back to most of the men were going crazy over this for the Royal Pop and they got all that earned media for men, which I would probably put a multiplier of 2X on there because getting to men is even harder than it is to women because your tastes change over the years.

Yeah, totally agree.

I think well stated.

Other than kind of like this segment we're talking about, men just don't care as much.

They do some things.

And so you got to hone in on the things they do care about.

But then there's some things that they can drive a Ferrari and have an AP, but they could care less what that brand of sweatpants are.

That's why we named our company X Factor, because everybody has that X Factor as to why they make a decision.

I make no sense.

I will wear the same T-shirt from high school, but I'll throw $250 on the hand of Blackjack.

It makes sense to me.

And I'm the guy spending the money.

If you're trying to get to guys, segmentation is a little harder and is a little more expensive to get to guys.

But also guys are very simple in terms of decision making.

It's kind of binary.

Even though it's a little harder, it's doable to value beliefs and systems.

But if you can fit in with that system or belief, you're going to sell to more men.