margins will say, let's get through this and let's do healthy promotions, not reactive ones >> it's courtney garciaurtney, not to confuse you, but i'm curious, too, with the retailers, amazon is having prime day, macy's is coming out, target is coming out, and how much is that, they have to keep up with the joneses? is this really them chasing a consumer that can't handle higher inflation, or just the fact they're trying to compete with their competitors here and having to make the same price cuts is it a problem with the consumer or just this snowball effect, once you have a promotion, everyone has to have a promotion? >> i think it's such a great point. i was just talking to my team about this historically on this day, we would look and see how many other companies made a reference to prime in their email and they tried to do it in a puny way so they weren't literally saying, here's a prime deal, but it was very clear and that number definitely feels a lot less a powerful. i think people are looking at this -- i think prime day stands for something else than it used to i don't know if it's more t