And instead of being out of business because you spent all your money on sales force or Google AdWords campaigns or customer acquisition you now have the cash and time to simply go back from Phase 4 and go back and pivot and say, "I clearly didn't understand something about my customer segment or features or customer needs or how to do customer relationships," et cetera, and so customer validation in its detail, again, has 2 tracks, 1 for physical, 1 for web/mobile.