 with the idea that they're somewhat healthier in some cases, or so they claim, with the idea that we should be eating less meat in general for a variety of reasons. But if these things don't taste good, well, they're not going to have appeal. So putting Joey Chestnut's face, or at least attaching his name to one of these products, to one of the companies, maybe it could convince some people. I mean, the jury is still out on that. Yeah.