 Most grocery chains usually do pride themselves on vetting out where some of the stuff is coming from, but you don't know where it's come from. Were they raised well, which we know most cattle farmers and just about all the cattle farmers really do, but what I'm saying is you know more, you have a more personal connection, maybe is a better way to put it, a more personal connection with who's producing your beef. You don't know if your steak right now, if it came from Joe Blow in Kentucky or if it came from a farm in Iowa or...