 It was really the environmental concern about cattle production and beef production in particular that I thought was probably the biggest risk factor to there being people, descendants or neighbors or friends on the acres that I'm on today, a hundred years from now or beyond that, doing what we're able to do today. And was trying to seek a way to understand that, to explain it to both myself and to consumers to make sure that we really are doing the right thing as ranches and farms on the land.