 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 a 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. People get nervous fast, like, oh my gosh, we could have one of these situations on our hands. Like, know your audience, though, man. If you ironically sell flannel shirts...