 So I listened to a podcast about demographics and it's just amazing, amazing what you can learn about because they say the whole, every market that's that, that is driven or any type of market is all based on demographics, you know, based on what the person's going to need, especially in the, in the age group, you know? So it's a, and these big retail outlets that that's all they do is they concentrate on the demographics on wherever they're going. That's like their number one thing.