 Look at what's going on. The guy who is the most famous hot dog eater in the world, and we're talking beef hot dogs that he eats at the Nathan's event, is now essentially saying, I'm on board with plant-based hot dogs. And that could have some interesting reverberations for an industry that, frankly, has struggled. I mean, we all know that when we started hearing about the Impossible Burger some years ago, there was a lot of buzz about it, and everybody was excited.