 And, you know, not always hearing about where things come from. Like we said, we don't know where that snake we got came from. We don't know the farm. We don't know the story of how it was raised, anything like that. And so having that personal connection, having that transparency, more of, you know, hey, this came from this herd and it went to the butcher, it came to you. You know, it's, you know, something I think in this marketplace currently right now could have some legs under it.