 Well, I mean, the numbers are really shocking. I mean, so, you know, sales of these, you know, kind of fake meat products, it was at about a half billion dollar level in 2020. It's off by 32 percent since then. It's now at about a 300 million dollar level. And there seem to be two key factors that are going on why it's just not caught on with the American public. I mean, keep in mind, obviously, there's a certain