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0:00Every ultimate business has to go into one of two directions. Either you have you drive CAC to zero or you drive LTV to infinity. The Louis Vuitton world of like we don't sell to everybody. CAC is not zero. They spend tons of money on branding and marketing, but people spend gobs and gobs of money with them. On the flip side, School, our whole model is like how do we get CAC to zero? Like how do we get the viral coefficient high enough that like every single person starts a community brings 200, you know, people and of those 200, one or two of them start communities and they bring 200 people and like the how do we how do we get that self-propelling uh motor to go? Lots of businesses are here in the middle, they just don't do as well. Um but I think all the success is on either pole.