 Well, so they're using the example of, like, look what happened in 1965 when they put the label on cigarettes about, like, this product, use of this product is, you know, maybe hazardous to your health. And they cite that and say that, you know, ever since then there's been a decline in tobacco use. So that's great. I just got back from Europe and I was struck by how many cigarette boxes I saw on the sidewalk.