{
  "status": "synthetic",
  "provenance": "Independent simplified subscription ledger and behavioral aggregates, preserving historical analytical reasoning rather than company measurements.",
  "definitions": {
    "purchase_day_revenue": "Full price assigned to the purchase date. This represents the report\u2019s business-revenue view, not audited cash flow or profit.",
    "recognized_revenue": "Price allocated evenly over the membership entitlement. Monthly=9 CU over 31 days; annual=78 CU over 365 days. CU means currency units.",
    "scope": "Two simplified plan types, no refunds, tax, FX, discounts or partial days. A pre-existing annual base contributes throughout; no annual expiries occur during the displayed period.",
    "matrix": "Rows are reporting dates; columns are membership days 1\u201331. Each diagonal follows one monthly purchase batch. A cell is the batch\u2019s active orders, not a retention percentage.",
    "behavior": "Daily-average foreground users, active monthly purchasers, renewal-eligible memberships and renewals. Explicitly not the same denominator. Rounded behavior examples track the ledger\u2019s monthly order levels; small daily order oscillations are omitted.",
    "causality": "No counterfactual promotion effect is estimated. Observed revenue differences do not isolate annual-plan cannibalization or prove a pandemic effect."
  },
  "prices": {
    "monthly_cu": 9,
    "monthly_days": 31,
    "annual_cu": 78,
    "annual_days": 365
  },
  "daily_ledger": [
    {
      "date": "2022-12-03",
      "monthly_orders": 2810,
      "annual_orders": 110,
      "active_monthly_orders": 105270,
      "active_annual_orders": 71726,
      "purchase_day_revenue_cu": 33870,
      "monthly_recognized_cu": 30562.25806451613,
      "annual_recognized_cu": 15327.74794520548,
      "recognized_revenue_cu": 45890.006009721605
    },
    {
      "date": "2022-12-04",
      "monthly_orders": 3115,
      "annual_orders": 107,
      "active_monthly_orders": 106025,
      "active_annual_orders": 71833,
      "purchase_day_revenue_cu": 36381,
      "monthly_recognized_cu": 30781.451612903227,
      "annual_recognized_cu": 15350.613698630137,
      "recognized_revenue_cu": 46132.06531153336
    },
    {
      "date": "2022-12-05",
      "monthly_orders": 3084,
      "annual_orders": 102,
      "active_monthly_orders": 106699,
      "active_annual_orders": 71935,
      "purchase_day_revenue_cu": 35712,
      "monthly_recognized_cu": 30977.129032258064,
      "annual_recognized_cu": 15372.410958904109,
      "recognized_revenue_cu": 46349.53999116217
    },
    {
      "date": "2022-12-06",
      "monthly_orders": 3033,
      "annual_orders": 100,
      "active_monthly_orders": 107287,
      "active_annual_orders": 72035,
      "purchase_day_revenue_cu": 35097,
      "monthly_recognized_cu": 31147.83870967742,
      "annual_recognized_cu": 15393.780821917808,
      "recognized_revenue_cu": 46541.61953159523
    },
    {
      "date": "2022-12-07",
      "monthly_orders": 3036,
      "annual_orders": 102,
      "active_monthly_orders": 107909,
      "active_annual_orders": 72137,
      "purchase_day_revenue_cu": 35280,
      "monthly_recognized_cu": 31328.41935483871,
      "annual_recognized_cu": 15415.578082191782,
      "recognized_revenue_cu": 46743.99743703049
    },
    {
      "date": "2022-12-08",
      "monthly_orders": 3089,
      "annual_orders": 107,
      "active_monthly_orders": 108635,
      "active_annual_orders": 72244,
      "purchase_day_revenue_cu": 36147,
      "monthly_recognized_cu": 31539.1935483871,
      "annual_recognized_cu": 15438.44383561644,
      "recognized_revenue_cu": 46977.63738400354
    },
    {
      "date": "2022-12-09",
      "monthly_orders": 3114,
      "annual_orders": 110,
      "active_monthly_orders": 109383,
      "active_annual_orders": 72354,
      "purchase_day_revenue_cu": 36606,
      "monthly_recognized_cu": 31756.354838709678,
      "annual_recognized_cu": 15461.950684931508,
      "recognized_revenue_cu": 47218.30552364119
    },
    {
      "date": "2022-12-10",
      "monthly_orders": 3075,
      "annual_orders": 108,
      "active_monthly_orders": 110039,
      "active_annual_orders": 72462,
      "purchase_day_revenue_cu": 36099,
      "monthly_recognized_cu": 31946.8064516129,
      "annual_recognized_cu": 15485.030136986301,
      "recognized_revenue_cu": 47431.8365885992
    },
    {
      "date": "2022-12-11",
      "monthly_orders": 3028,
      "annual_orders": 103,
      "active_monthly_orders": 110623,
      "active_annual_orders": 72565,
      "purchase_day_revenue_cu": 35286,
      "monthly_recognized_cu": 32116.354838709678,
      "annual_recognized_cu": 15507.04109589041,
      "recognized_revenue_cu": 47623.39593460009
    },
    {
      "date": "2022-12-12",
      "monthly_orders": 3043,
      "annual_orders": 100,
      "active_monthly_orders": 111261,
      "active_annual_orders": 72665,
      "purchase_day_revenue_cu": 35187,
      "monthly_recognized_cu": 32301.58064516129,
      "annual_recognized_cu": 15528.410958904109,
      "recognized_revenue_cu": 47829.9916040654
    },
    {
      "date": "2022-12-13",
      "monthly_orders": 2921,
      "annual_orders": 181,
      "active_monthly_orders": 110024,
      "active_annual_orders": 72846,
      "purchase_day_revenue_cu": 40407,
      "monthly_recognized_cu": 31942.451612903227,
      "annual_recognized_cu": 15567.090410958905,
      "recognized_revenue_cu": 47509.54202386213
    },
    {
      "date": "2022-12-14",
      "monthly_orders": 2936,
      "annual_orders": 186,
      "active_monthly_orders": 108787,
      "active_annual_orders": 73032,
      "purchase_day_revenue_cu": 40932,
      "monthly_recognized_cu": 31583.322580645163,
      "annual_recognized_cu": 15606.838356164384,
      "recognized_revenue_cu": 47190.160936809545
    },
    {
      "date": "2022-12-15",
      "monthly_orders": 2889,
      "annual_orders": 190,
      "active_monthly_orders": 107449,
      "active_annual_orders": 73222,
      "purchase_day_revenue_cu": 40821,
      "monthly_recognized_cu": 31194.870967741936,
      "annual_recognized_cu": 15647.441095890412,
      "recognized_revenue_cu": 46842.312063632344
    },
    {
      "date": "2022-12-16",
      "monthly_orders": 2850,
      "annual_orders": 189,
      "active_monthly_orders": 106057,
      "active_annual_orders": 73411,
      "purchase_day_revenue_cu": 40392,
      "monthly_recognized_cu": 30790.74193548387,
      "annual_recognized_cu": 15687.830136986302,
      "recognized_revenue_cu": 46478.572072470175
    },
    {
      "date": "2022-12-17",
      "monthly_orders": 2875,
      "annual_orders": 185,
      "active_monthly_orders": 104737,
      "active_annual_orders": 73596,
      "purchase_day_revenue_cu": 40305,
      "monthly_recognized_cu": 30407.516129032258,
      "annual_recognized_cu": 15727.364383561644,
      "recognized_revenue_cu": 46134.8805125939
    },
    {
      "date": "2022-12-18",
      "monthly_orders": 2928,
      "annual_orders": 181,
      "active_monthly_orders": 103509,
      "active_annual_orders": 73777,
      "purchase_day_revenue_cu": 40470,
      "monthly_recognized_cu": 30051.0,
      "annual_recognized_cu": 15766.043835616438,
      "recognized_revenue_cu": 45817.04383561644
    },
    {
      "date": "2022-12-19",
      "monthly_orders": 2931,
      "annual_orders": 181,
      "active_monthly_orders": 102259,
      "active_annual_orders": 73958,
      "purchase_day_revenue_cu": 40497,
      "monthly_recognized_cu": 29688.09677419355,
      "annual_recognized_cu": 15804.723287671233,
      "recognized_revenue_cu": 45492.82006186478
    },
    {
      "date": "2022-12-20",
      "monthly_orders": 2880,
      "annual_orders": 184,
      "active_monthly_orders": 100905,
      "active_annual_orders": 74142,
      "purchase_day_revenue_cu": 40272,
      "monthly_recognized_cu": 29295.0,
      "annual_recognized_cu": 15844.043835616438,
      "recognized_revenue_cu": 45139.04383561644
    },
    {
      "date": "2022-12-21",
      "monthly_orders": 2849,
      "annual_orders": 189,
      "active_monthly_orders": 99517,
      "active_annual_orders": 74331,
      "purchase_day_revenue_cu": 40383,
      "monthly_recognized_cu": 28892.032258064515,
      "annual_recognized_cu": 15884.432876712328,
      "recognized_revenue_cu": 44776.465134776845
    },
    {
      "date": "2022-12-22",
      "monthly_orders": 2884,
      "annual_orders": 190,
      "active_monthly_orders": 98215,
      "active_annual_orders": 74521,
      "purchase_day_revenue_cu": 40776,
      "monthly_recognized_cu": 28514.032258064515,
      "annual_recognized_cu": 15925.035616438356,
      "recognized_revenue_cu": 44439.06787450287
    }
  ],
  "summary": [
    {
      "period": "Dec 3\u201312",
      "purchase_day_revenue_cu": 35566.5,
      "recognized_revenue_cu": 46873.83953159522,
      "monthly_recognized_cu": 31445.73870967742,
      "annual_recognized_cu": 15428.100821917807,
      "active_monthly_orders": 108313.1,
      "active_annual_orders": 72195.6
    },
    {
      "period": "Dec 13\u201322",
      "purchase_day_revenue_cu": 40525.5,
      "recognized_revenue_cu": 45981.99083517455,
      "monthly_recognized_cu": 30235.906451612904,
      "annual_recognized_cu": 15746.084383561643,
      "active_monthly_orders": 104145.9,
      "active_annual_orders": 73683.6
    }
  ],
  "behavior": [
    {
      "period": "Dec 3\u201312",
      "foreground_dau": 400000,
      "active_buyers": 1200,
      "renewal_eligible": 2500,
      "renewals": 1870,
      "active_purchase_rate": 0.003,
      "renewal_rate": 0.748
    },
    {
      "period": "Dec 13\u201322",
      "foreground_dau": 340000,
      "active_buyers": 866,
      "renewal_eligible": 2600,
      "renewals": 2028,
      "active_purchase_rate": 0.002547058823529412,
      "renewal_rate": 0.78
    }
  ],
  "cells": [
    {
      "report_date": "2022-12-03",
      "membership_day": 1,
      "purchase_date": "2022-12-03",
      "orders": 2810,
      "recognized_cu": 815.8064516129032
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 2,
      "purchase_date": "2022-12-02",
      "orders": 2760,
      "recognized_cu": 801.2903225806451
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 3,
      "purchase_date": "2022-12-01",
      "orders": 2769,
      "recognized_cu": 803.9032258064516
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 4,
      "purchase_date": "2022-11-30",
      "orders": 2723,
      "recognized_cu": 790.5483870967741
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    {
      "report_date": "2022-12-03",
      "membership_day": 5,
      "purchase_date": "2022-11-29",
      "orders": 2743,
      "recognized_cu": 796.3548387096774
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 6,
      "purchase_date": "2022-11-28",
      "orders": 2700,
      "recognized_cu": 783.8709677419355
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    {
      "report_date": "2022-12-03",
      "membership_day": 7,
      "purchase_date": "2022-11-27",
      "orders": 4157,
      "recognized_cu": 1206.8709677419354
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 8,
      "purchase_date": "2022-11-26",
      "orders": 4177,
      "recognized_cu": 1212.6774193548388
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 9,
      "purchase_date": "2022-11-25",
      "orders": 4231,
      "recognized_cu": 1228.3548387096773
    },
    {
      "report_date": "2022-12-03",
      "membership_day": 10,
      "purchase_date": "2022-11-24",
      "orders": 4240,
      "recognized_cu": 1230.967741935484
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    {
      "report_date": "2022-12-03",
      "membership_day": 11,
      "purchase_date": "2022-11-23",
      "orders": 4190,
      "recognized_cu": 1216.4516129032259
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    {
      "report_date": "2022-12-03",
      "membership_day": 12,
      "purchase_date": "2022-11-22",
      "orders": 4155,
      "recognized_cu": 1206.2903225806451
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    {
      "report_date": "2022-12-03",
      "membership_day": 13,
      "purchase_date": "2022-11-21",
      "orders": 4186,
      "recognized_cu": 1215.2903225806451
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    {
      "report_date": "2022-12-03",
      "membership_day": 14,
      "purchase_date": "2022-11-20",
      "orders": 4237,
      "recognized_cu": 1230.0967741935483
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    {
      "report_date": "2022-12-03",
      "membership_day": 15,
      "purchase_date": "2022-11-19",
      "orders": 4234,
      "recognized_cu": 1229.225806451613
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    {
      "report_date": "2022-12-03",
      "membership_day": 16,
      "purchase_date": "2022-11-18",
      "orders": 4181,
      "recognized_cu": 1213.8387096774193
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    {
      "report_date": "2022-12-03",
      "membership_day": 17,
      "purchase_date": "2022-11-17",
      "orders": 4156,
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    {
      "report_date": "2022-12-03",
      "membership_day": 18,
      "purchase_date": "2022-11-16",
      "orders": 4195,
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    {
      "report_date": "2022-12-03",
      "membership_day": 19,
      "purchase_date": "2022-11-15",
      "orders": 4242,
      "recognized_cu": 1231.5483870967741
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    {
      "report_date": "2022-12-03",
      "membership_day": 20,
      "purchase_date": "2022-11-14",
      "orders": 4227,
      "recognized_cu": 1227.1935483870968
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    {
      "report_date": "2022-12-03",
      "membership_day": 21,
      "purchase_date": "2022-11-13",
      "orders": 4173,
      "recognized_cu": 1211.516129032258
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    {
      "report_date": "2022-12-03",
      "membership_day": 22,
      "purchase_date": "2022-11-12",
      "orders": 4158,
      "recognized_cu": 1207.1612903225807
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    {
      "report_date": "2022-12-03",
      "membership_day": 23,
      "purchase_date": "2022-11-11",
      "orders": 2405,
      "recognized_cu": 698.2258064516129
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    {
      "report_date": "2022-12-03",
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      "purchase_date": "2022-11-10",
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      "recognized_cu": 709.5483870967741
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    {
      "report_date": "2022-12-03",
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      "purchase_date": "2022-11-09",
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    {
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      "membership_day": 26,
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      "orders": 2366,
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    {
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      "purchase_date": "2022-11-07",
      "orders": 2363,
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    {
      "report_date": "2022-12-03",
      "membership_day": 28,
      "purchase_date": "2022-11-06",
      "orders": 2414,
      "recognized_cu": 700.8387096774194
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    {
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      "purchase_date": "2022-11-05",
      "orders": 2445,
      "recognized_cu": 709.8387096774194
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    {
      "report_date": "2022-12-03",
      "membership_day": 30,
      "purchase_date": "2022-11-04",
      "orders": 2410,
      "recognized_cu": 699.6774193548387
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    {
      "report_date": "2022-12-03",
      "membership_day": 31,
      "purchase_date": "2022-11-03",
      "orders": 2360,
      "recognized_cu": 685.1612903225806
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    {
      "report_date": "2022-12-04",
      "membership_day": 1,
      "purchase_date": "2022-12-04",
      "orders": 3115,
      "recognized_cu": 904.3548387096774
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    {
      "report_date": "2022-12-04",
      "membership_day": 2,
      "purchase_date": "2022-12-03",
      "orders": 2810,
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    {
      "report_date": "2022-12-04",
      "membership_day": 3,
      "purchase_date": "2022-12-02",
      "orders": 2760,
      "recognized_cu": 801.2903225806451
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    {
      "report_date": "2022-12-04",
      "membership_day": 4,
      "purchase_date": "2022-12-01",
      "orders": 2769,
      "recognized_cu": 803.9032258064516
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    {
      "report_date": "2022-12-04",
      "membership_day": 5,
      "purchase_date": "2022-11-30",
      "orders": 2723,
      "recognized_cu": 790.5483870967741
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    {
      "report_date": "2022-12-04",
      "membership_day": 6,
      "purchase_date": "2022-11-29",
      "orders": 2743,
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    {
      "report_date": "2022-12-04",
      "membership_day": 7,
      "purchase_date": "2022-11-28",
      "orders": 2700,
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    {
      "report_date": "2022-12-04",
      "membership_day": 8,
      "purchase_date": "2022-11-27",
      "orders": 4157,
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    {
      "report_date": "2022-12-04",
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      "purchase_date": "2022-11-26",
      "orders": 4177,
      "recognized_cu": 1212.6774193548388
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    {
      "report_date": "2022-12-04",
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      "purchase_date": "2022-11-25",
      "orders": 4231,
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    {
      "report_date": "2022-12-04",
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      "purchase_date": "2022-11-24",
      "orders": 4240,
      "recognized_cu": 1230.967741935484
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    {
      "report_date": "2022-12-04",
      "membership_day": 12,
      "purchase_date": "2022-11-23",
      "orders": 4190,
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    {
      "report_date": "2022-12-04",
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      "purchase_date": "2022-11-22",
      "orders": 4155,
      "recognized_cu": 1206.2903225806451
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    {
      "report_date": "2022-12-04",
      "membership_day": 14,
      "purchase_date": "2022-11-21",
      "orders": 4186,
      "recognized_cu": 1215.2903225806451
    },
    {
      "report_date": "2022-12-04",
      "membership_day": 15,
      "purchase_date": "2022-11-20",
      "orders": 4237,
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    {
      "report_date": "2022-12-04",
      "membership_day": 16,
      "purchase_date": "2022-11-19",
      "orders": 4234,
      "recognized_cu": 1229.225806451613
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    {
      "report_date": "2022-12-04",
      "membership_day": 17,
      "purchase_date": "2022-11-18",
      "orders": 4181,
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    {
      "report_date": "2022-12-04",
      "membership_day": 18,
      "purchase_date": "2022-11-17",
      "orders": 4156,
      "recognized_cu": 1206.5806451612902
    },
    {
      "report_date": "2022-12-04",
      "membership_day": 19,
      "purchase_date": "2022-11-16",
      "orders": 4195,
      "recognized_cu": 1217.9032258064517
    },
    {
      "report_date": "2022-12-04",
      "membership_day": 20,
      "purchase_date": "2022-11-15",
      "orders": 4242,
      "recognized_cu": 1231.5483870967741
    },
    {
      "report_date": "2022-12-04",
      "membership_day": 21,
      "purchase_date": "2022-11-14",
      "orders": 4227,
      "recognized_cu": 1227.1935483870968
    },
    {
      "report_date": "2022-12-04",
      "membership_day": 22,
      "purchase_date": "2022-11-13",
      "orders": 4173,
      "recognized_cu": 1211.516129032258
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    {
      "report_date": "2022-12-04",
      "membership_day": 23,
      "purchase_date": "2022-11-12",
      "orders": 4158,
      "recognized_cu": 1207.1612903225807
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    {
      "report_date": "2022-12-04",
      "membership_day": 24,
      "purchase_date": "2022-11-11",
      "orders": 2405,
      "recognized_cu": 698.2258064516129
    },
    {
      "report_date": "2022-12-04",
      "membership_day": 25,
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