 Yeah, you definitely get it. I remember seeing the booth for the first time a few years ago, and you walk in, and it's kind of like a shoe candy store on the wall. You're looking at the different variety and the samples and such, and you're like, wow, how did that come together? Look at that one, or that's so classic, or whatever, the innovation going on and such. Because there is a bit of technology involved as well, obviously.