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I told Jeff, I'm like, Jeff, you should be promoting your merch for Black Friday.
Yeah.
And he goes, why would I promote it? It's so discounted. I'm not going to make any money.
Oh, is that what he said?
Yeah. And I go, no, you have it completely wrong.
It doesn't work like that, does it?
No, no. That's how I did think like that at first too. I was like, why are you discounting so much? But it's completely the opposite. Like, that's one of the biggest sales.