[23:50] Invest in Science, Not Just Spend — Facing supplement-category saturation, AG1 cut marketing spend and redirected $20 million into clinical research at UC Davis. The goal wasn’t louder messaging, but defensible credibility. Double-blind, placebo-controlled trials created a moat competitors couldn’t replicate. During a quiet two-year transition, AG1 relied on conviction and loyalty. The payoff came with a reformulated product backed by published data. Kat’s takeaway: in crowded markets, reallocating budget to research and innovation can outperform advertising over time.