It is a bit different, because I suspect ultimately, this is targeted at a much bigger market. I'm not sure the exact current population of Africa, but it's huge. And it's getting bigger rather than smaller.

I could certainly be mistaken, but I'd bet my net worth that this is about making a product that will resonate with global black youth. From Canada to eswatini. From Addis to Trinidad and Tobago.

And that market is enormous.