 Right. So you'll often see companies turning to shrinkflation when they really want a package to stay at a particular price point. So they'll just make that package a little smaller in order to keep the price accessible. Maybe keep it below some magic number like $4.99. But something about shrinkflation still feels like a scam, right? Like they're playing games with us. Like if you want to raise the price, just raise the price. Be transparent about it. Don't shrink my beloved Reese's peanut butter cups.