 Yes. Yes. See, that's that's the difference. So that's why my that's why my wine club exists. That's why my company exists, because it's not even so much about the wine. Like, sure, I got wine, the wine club. Someone can go to a different website and buy that wine for cheaper. Like, OK, you know, that's what they can do. But it was more about the experience. Like my wife, she she enjoys wine, but she loves going to these really cool castles and vineyards and.