 Why do you people out there have your own business? And if you're a farmer or rancher, yeah, you do have your own business. You know that. Just because you don't have a sign-up that says Joe's Business here, you have a business. And lots of people have small businesses or secondary businesses that they're running. And the costs, as they keep going up, you try and figure out ways, well, how can I minimize them? How can I do it a different way? I mean, that's what happens with innovations.