Management remarksTom WilsonChairman, President & Chief Executive Officer
… on it. It's like, you know, run an ad on the Super Bowl. You know, who's watching it? Do they buy anything from you? It's less. not as easy to find out whether that's economic. So we've shifted more to lower funnel. But we spend relative to where our economics are. We have economic measures. But we don't spend all the way up like recently we were looking at should we spend more. And sometimes you just want to make sure the system works really hard. So you don't want advertising to be the only thing you do to drive growth. because you end up in a systems theory where we spend more, Progressive spends more, so leads go up in cost, so we spend more, so they spend more. So you have to be careful that you don't feed a beast you don't want to feed. So we're highly precise, I guess I would say, and disciplined about it. That said, when we think we can advertise, and if we think we can spend more money and grow more and get a great combined ratio, we will. And right now, we like our economics. Our economics are better this year than they were last year. Some of that's just getting better at executing, isn't it? The market's really changed some, which has gotten better at our close rates.