In case you haven’t noticed I’m big on challenger brands. And actually any sort of challenge in general, so when Uptime Energy said they wanted to take on Red Bull, Rock Star, and Monster I said “you’re crazy” immediately followed by “let’s do it.” But we had to carve out our own space in an already overcrowded category. So instead of appealing to the extreme, adrenaline junkies, we went after refined, overachieving entrepreneurs. And today they’re 3rd in the market share.