Raise subscription prices

David BarnardWell, and I think the 500,000 you're leaving on the table is really an investment in that audience, an investment interest, an investment. Really, the trajectory you're on with the business, I mean, you shared with me you all grew 20% in the first quarter of this year, that kind of growth happens-

Nancy AndersonAnd we raised prices during that time, which is kind of crazy to think about.

David BarnardAnd that happens as a snowball, and so you're snowballing that trust into a much bigger thing. Whereas if you did dilute the message, dilute the brand, dilute your messaging, dilute your audience, you could cash in on the short term, but it's probably going to be worth way more to you in the long run building that trust and leaving that money on the table. And again, that's where I think there's just...