I mean, I can take a crack at it. I mean, you know, you clearly see, you know, the results coming in terms of, you know, restoring the sales growth. You know, the spend, you know, was big and lumped with there as Jeremy just commented. I think, you know, the early spend in the year, we're mostly bottom funneled, you know, really making sure that we got very high, very quick returns on capital. And we wanted to restore the earnings power of the business. Right? I mean, so, you know, look, we just grew EBITDA from, I think, the $270s to almost $320. We tend to grow that EBITDA level, you know, higher over the next twelve months. You know, but we are doing some, you know, heavier top funnel stuff now, which does have a longer term payback. But it is important to build that brand equity to be able to take shelf space, to get our retail customers excited about the storytelling we're doing on some of our new product launches and new adjacencies. I mean, we just watched the pet asset trade 48 hours ago for 17 to 22 times EBITDA. Now they happen to be more in the cat space than we are. They tend to be more food related. But we see a fantastic opportunity in cat. And, you know, we want to take this good and fun brand. We want to really create a halo around good and tasty doing a lot of test and learning with our digital, you know, counterparts. Retail customers, and we're seeing some really exciting early returns there. So, you know, I want to get us to move bigger and faster, so we can get more of an allocation of our businesses toward these higher growth markets, which are food, cat, and wellness. And so, you know, that's part of the calculus. Jeremy, you want to add to that?