 black rocks of the world and vanguards that were running everything, saying, hey, you want to do business with us, you've got to adapt all these policies. Because it never made sense. I don't know how many times we brought up, why would this company do this? This doesn't seem to match what their customer base is. Right, but they don't know their, right, exactly. But it was because of higher, you know, some sort of power that they were answering to. Well, there's pressure, too, being applied, social pressure. But you're right, David, after the Bud Light thing.