 And just saying, what is the product out here that people want but they can't get with high quality or service? And then make that happen. And if you do that, you don't have to spend as much time thinking about being in a trending industry. So people do is like, what's the trending industry? Oh, this is hot. I want to get in it now. Well, how about seeing the thing that's been hot since the beginning of time or has the potential to remain hot forever and then do something big with it?