 when the quality is as well known, it's very natural to assume that it's out of your price range, especially in this economy. If someone comes to you and says, hey, I've got the best pillow on the planet, you're naturally going to assume, oh, gosh, that's got to be $100. That's got to be a couple hundred dollars. I can't afford that. We can't even afford a Red Lobster right now. I can't.