Revic is not the first consumer direct company, but we are the first optics company to have a compelling reason to sell direct. All the big companies are interested in integrating technology products into sports optics, just look at the massive amount of patents they are prosecuting. Why don’t we see more tech integrated optics on the market to match up with the patents that they’ve filed? The answer is either they can’t make it, or they can’t make it affordable enough to sell through the traditional two-step distribution channel. Our technology products are expensive to produce, and they are really expensive to develop. The only way to get to the market at a reasonable price is to bypass distribution and sell directly to you, the customer.