 became really popular, right? You had Hummers being sold. You have camo clothing being hot. And at that time, the AR-15 really takes off as a consumer item. And what supercharged it was politics, right? Every time a Democrat is running for office and saying, we need to restrict this type of gun, people ran out to buy it. The other thing that really transformed the gun from a niche product into a mass market blockbuster was marketing. In the mid-2000s,