 Yeah, I mean, this is obviously the whole thing about the anti-aging industry, right? Which it doesn't necessarily say that you can't get older, but you're not supposed to look like it. And what they do is really suck money out of people and turn them into a customer for life. I mean, they're targeting at this point women who are in their teens and 20s saying, hey, why don't you start with injections or these creams? They make a lot of money off of this, but they're not the only ones. I mean, plenty of brands really do kind of trade on what's trendy and what's new and what's different.