they're trying the tricks of the past they're not going to work. >> ranjan, i want to go back to d to c we were just talking about peloton. we'll talk in a bit about small and medium business. there's been this interesting thing happening which we talked about in the past where e-commerce trends are sort of normalizing to where they were before at the same time, the online customer has gotten harder to target for multiple reasons. we see peloton now going to amazon which could be kind of the embrace of death for formerly at least d to c brand how do you think this is likely to play out in difficult economic times to come, and what are the dangers for d to c brands that trade publicly >> we've all seen the absolute slaughter in d to c stocks, warby parker, rent the runway, all of them down 70, 80, 90% i think peloton going to amazon, as you said, it's basically like giving darth vader a hug and embracing the death star the idea that they're giving their customer data, that customers are going to buy a $1400 bike for two-day delivery versus actually having a direct connection with the b