Sure. No. That's really astute question by the way. I appreciate that. Because that right there is probably I'd say on average of 30 minutes to an hour a day, the debate back and forth that Tony and I, our CFO, have when we're laying this out, so it's not just kind of what I call a jailbreak strategy of just get it done and go get sales. It's methodical and making sure we're making money because, well, obviously, we are a public Company. We're on the call right now. The core executives in our Company come from the entrepreneurial, hey, we need to make money mindset where it is our goal to make money and expand those margins as much as possible. So the thing that we look at -- and getting off into margins and the press release and what have you is a little bit challenging. But to add – I want to add a little bit more color to why of all the things that I talked about in the press release and the script, of why the stores are so advantageous for us as a distribution point for ACP, for our own MVNO subscribers and all of the other products we sell and then using ACP as that golden ticket to really just pave that way and open the door for us. It's not just the model, it's the cost. When we're paying folks out there in tents that that go out and set up the pop up tents, that's their only source of income. They're traveling hotels, gas, and their only source of income is doing the ACP program. So at the end of the day, those people require a much higher, you know, let's call it a spiff, a bounty, the payment for that. The store, this is a simple quick transaction at the store where we're simply using them to get the telephone number where our software can then engage that customer by way of chat through SMS so that the heavy lifting of that subscriber activation is done by our people. So that store owner is quick. Now we're paying the store $10 to $12 as opposed to paying someone in the field $50. So when you look at utilizing a borrowing base and our access to capital and really looking at it globally and staring at a year and saying, okay, what's more important here? Are we trying to put up numbers every 90 days? Just to make certain people out there happy or at the end of that year, at the end of that two years, do we want to squeeze in? And, again, simple math our devices used to be $93, now they're $65 ballpark. Our field sales cost us $50. At a store that costs us $12. If you run the math, I can get four store customers for every three field sales. So, you know, that's when you talk about that, that's why our bandwidth and our energy and our focus has been pushed not only on that from a standpoint of the margins, but also think about this. You kind of -- you didn't ask this, but it's kind of in line with that, customer retention and attrition. If that tent rolls through town and gets rid of all of its devices and gone, it's gone. It doesn't come back. That salesperson goes to the next town. If that customer ever has an issue, nobody to go to except the next tent that comes to town. If there's, you know, the tablet breaks or there's an issue, that most of these people don't know their Company. If it's the store that they go to three to five times a week, and they can go back in there, and that store owner has a very small residual payment just for that customer staying on the product. Well, that store owner has a vested interest to say, you know, hey, Adam. Hey, man. I tell you what, text your problem to SURG, Hey, man, the customer service, they'll help you out. They got you. They'll take care of me, man. If you need anything else, let me know. They got an email address and telephone number. We can help you. We got your back. So, it's a completely different mindset of that customer engagement being in that community permanently for retention, for lower cost, and keep in mind too, you asked specifically about margins. We're realizing the $25 to $27 lower cost for device right now as we speak. So that's why you're seeing some of these margins and we're realizing this cash flow.