 But two things about that is that when the prices go up, like in the grocery store, that's what everybody sees. I mean, you hear the number, everybody sees. And you go, wow, why is it now that hamburger is $7 a pound or whatever, or cereal is $7? Why is that now? So that's where people come face-to-face with prices. And second of all, because of that disastrous performance, almost the entire focus now is