 Is it a meal occasion? Is it not? Is it a snack? Am I relaxing? Am I alone? Am I with other people? Am I with a family? Is Mercury in retrograde? Exactly. So there's so much you can do with that. One scenario that's been extremely profitable for companies is the on-the-go or the travel scenario. With the rise of price-back architecture, those kinds of products have really taken off. There are some Walmarts where you go in and there are actually on-the-go aisles.