 Sure. It's really the trend in the nation where individuals want more of an experience when they go shopping or maybe just a place where they can go and be around other people in the community. Yeah. So talk a little bit about some of the challenges all of these years along the way. Well, sure. The recession was a huge challenge. And that's around 08 into 09. Right. So not too long after you just really started talking about doing this, right?