 has accelerated the trend of what I like to call kind of consumer convergence, and I wrote about this in our annual shareholder letter, where to meet the needs of a modern consumer and that value proposition, I think it's really interesting, you hear about the value wars in fast food right now, and I think it's a bit of a misnomer. We think of value as a combination of factors. You know, there's the price of something, which is really the cost,