“To this day, the email marketing, which I thought was dead, is responsible for about 40% of MAPS Fitness Products revenue every single month, which is hundreds of thousands of dollars every single month that I thought was dead. I was naive and for the first two years did not build an email list. It's the biggest regret or mistake that Mind Pump ever made.”

Oh, by far. Wow. We could shut off. We can, when we, we tested this back when Sal got kicked off. So this was about two years ago, or right, it was right in the heart, like right in the thick of the COVID stuff that was going on. And Sal sometimes can say stuff politically. And at that time, that was a very dangerous thing to do. Social media and he has the I don't give a shit attitude and so do all of us. So we're like, go for it. Say what you want to say. And he was removed. So he was kicked off of Facebook or Facebook and Instagram multiple times. And we had our best revenue run at that time. And so we didn't feel an ounce of that. And he had the biggest Instagram page. He had the most engagement. So he had the most powerful Instagram out of all of us at that time. And he was completely removed off of it for six months, eight months, something like that. And we continued to scale during that entire time. And so it was, it really made us realize that these assets are good and are powerful and a tool, but they're not necessary for us because we had a very strong foundation from the podcast, from the email list, from building these…