 I mean, cause everybody's got a connection to it. Like you would get on the phone with someone in Korea and they would talk about, you know, getting it as a wedding gift or you'd get on the phone and they talk about making it as a kid or, you know, how much they loved eating it in college. And it's, it's one of those brands that just sparks, you know, it, it, and I think it's because of its, its lore in pop culture, right? Back in the seventies when Monty Python did the spam, spam, spam, spam, spam, spam, spam, like that continued to ratchet up the lore. And it, it,