 Yeah, that's lovely. So anyway, that's the state of the art of this sort of thing. And all of your data, your location data, it's not you specifically, but all of that stuff is being sold and used. And it's making for greater efficiencies in retail, they say. But I just thought that was interesting. And then another note from the world of commerce. I found this both intriguing and amusing. Want to feel special? Stores and restaurants with paid memberships are betting on it.