 Well, it certainly is, and peer pressure always works, both in a good way and a bad way, and a good way for us in the sense that we, you know, hey, if that's something that's good enough for Hy-Vee or good enough for Mom and Pop's hardware store in Lime Springs, Iowa, well, then I ought to look at this because, you know, I want to have my town be a better place, and that's what we build on, and we've seen good success in that.