 You know, if Farmer Bob there's got a Angus, you know, Angus heard that he's really getting good results on people like it. Maybe at first he's not going to get a top dollar until people start going, hey, Farmer Bob's steaks or the beef has got a really great quality. We like the flavor coming off with that kind of thing. Then you start to notice that people will start to get into those competitive bids.