 I mean, that's what it comes down to. Is that greedy or is that smart? Is that prudent? And I think that's a fair question to ask. Now, some people say, well, they're just jacking the prices up because they can. Well, then, okay, if that's the case, then some smart entrepreneur comes in and then says, well, you know what? If everybody's jacking up their prices, I'll go 20% less and I'll not be able to, I'll sell so much product.