Speaker
That's a pretty good checklist. But let's talk about some actual case studies, Ross, the good and the bad of this. Yes. Well, I mean, I think the most well-known one in terms of um attractiveness, certainly for a period of time, was Collar Group, because you had the owner, Ephraim Stephenson, out there generating as much publicity as he could. he was ah Was he CEO of the year in one of those magazines or a startup CEO? I think it was something like that. and there was a lot of publicity being generated by that business. When Shortlist was around, they were ah publishing updates as to who who was joining that business. And there was a lot on the surface that looked to be going very well, but we know what was going on. We're sorry, we now know what was going on underneath the surface, don't we Adele? We do. So that's a really good example, as you said, of a business that looks attractive from the outside to everybody else watching. It was a great, good news story. You know, it was this fast growing, ah very exciting business that was, you know, making its mark in the industry, making its brand very well known. But the subsequent result was that obviously it wasn't sustainable It wasn't profitable and and ended up going after administration, completely closing doors.