 And they're going to open a shop next month. And they're opening 14 new stores, all using this digital technology. And they go into the history of... This has always been a thing for retail. They want to put stores where their customers are likely to be. Whether it was Starbucks looking at their mail orders to decide where Starbucks stores ought to open. Then they helpfully went with the policy of, we'll just put them everywhere. Literally everywhere. Sometimes there's a Starbucks inside another Starbucks. But...