 Ben, you make a very good point because a lot of people, you know, jump on Expedia, jump on Travelocity, click, click, click. You know, what really frustrates me is when people want to buy a cruise and they go to Costco. And the Costco guy is behind the counter and, hey, I want to buy a cruise to, you know, Jamaica. And the guy at Costco says, okay, here, you know, I'll sell you a cruise and here's a $100 gift card to Costco. The question is this, has that guy at the Costco store been to Jamaica?