 I mean, I think you've got to have more companies that are sort of paying attention to this kind of stuff and realizing that all it takes is one person posting online about some of the stuff you've been up to to really hurt your bottom line and alienate your customers. And I think for a long time there's sort of been a mentality of, oh, whatever, the rubes will still buy from us because we sell Carhartt shirts or jeans at a low cost or any number of pet supplies, whatever it is.