 Products have gotten smaller. We've seen shrinkflation, and that's become a household term. The idea that the product that you bought before maybe has fewer paper towel sheets or fewer gallons of Gatorade or ounces of Gatorade, I should say. And so that is very real. And companies typically say when they shrink a product but charge the same price, we've innovated in the product. But at the end of the day,