all of their data centers, and we work incredibly well with all of them. And not to mention, we didn't take the whole thing, and we create AI factories that are stand-alone. We take our platform.
Yes, it’s a great question Michael. Look, we’re very excited about what we’ve experienced in the first three lead markets. From a standpoint of the exact way to engage with the consumer, what’s most important we found is the consumer education, that they understand what the IQOS dev...