You have zero paid advertising and no wholesale. In an era where every brand is spending on Meta, why have you never done it?

Because we do not have to. I am not interested in doubling up topline revenue if it means an emotion is being created for the consumer by an algorithm instead of by them discovering the brand organically. When you are pitched your algorithm with paid ads, your curiosity is manufactured for you. I am interested in people organically connecting to the brand and creating their own emotion towards it. The minute the curiosity goes away we are going to be in a lot of trouble. A lot of brands are already lacking that curiosity from their consumer and I think that is the first step toward the grave.