I assume its critical for the reviews to get eyeballs to make them effective? Is this suggesting we make them more frontal at point of purchase?

Any marketing that you do that is closer to the point of purchase, all else equal, is going to be more effective. That that we know. You're more sensitive to these messages when you're walking around in a store about to buy something versus when you're parked in front of your TV set far away from that store. But of course that has limitations. You can do all of it in full front. But, but the closer to the purchase occasion, the better the marketing works. That's in part of why these various internet media have done well, because they can target so well. They can target, not only the right person, but also the right time to contact that person.