Costco

8375.968 - 8398.221 Ben Gilbert

Right. He would have known. Anyway, back to branding, you know, earned media branding. There's this kind of interesting thing where it's almost like Nike, where I think they have latent branding power. And I'm not talking about Kirkland here. I'm talking about the buyers, like trusting the buyers. Members trust the pre-selected inventory from Costco. And I don't know where that shows up.