 So true. Well, I think we're at a level where consumers seem to be more interested in wine than ever before. And I see the level of knowledge steadily increasing. I remember when I first started drinking, I knew white, red, sparkling. And then you learn a varietal, Chardonnay, Cabernet. Now people want to know how it's made. They want to talk about terroir. They want to know the stories behind it, the same way people are concerned about the foods they eat. I'm going to stop you right there. Terroir.