 will that be a turnoff for vegans? And that's an interesting question. So there was definitely a sense that this could backfire. But all the plant-based meat companies are really taking a hard look at what they can do. Impossible Foods has rolled out a whole new marketing campaign. This is separate from Joey Chestnut. They rolled out a whole new marketing campaign. You may have seen some of the ads on television or whatever to try to get people excited about a category that, again, is,