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Mike: It does start there. I’ve been working with brands that communicate very well with their customers. And in the watch space, nobody’s doing that. At least not in the way that we want to do it. There’s copy watches for sale a lot of very cool dealers and shops, and also a lot of knowledge and history, but no one’s presenting it in a way that’s welcoming to a präsidenten armband person who wants to get into it casually at first, from a style or aesthetic point of view.