Transcription: The idea is, do you know the Moss store? It's sort of like a design artifact store in Soho. Well they only have one floor, it's a tiny storefront. So they decided, alright, let's build a kiosk and build some virtual floors. And then they made it into a department store. And then what has happened is they're actually renting out space in their virtual store now as if it were physical shelf space and selling things in there.