 That's how we built our company. That's how we started Golden Reserve. So we understand the family dynamics, the challenges and having these conversations. And it's tough, Randy, right? No one wants to go in there and be like, hey, I want to plan to obviously go into one of these facilities. Same as they don't want to pre-play for their funeral. My brother's a funeral director, by the way. So my parents are all taken care of. You guys are so fun at parties, I'm telling you. I know, right? Goodness gracious. My mom's already uncomfortable talking about all this stuff. So I got basically...