 Who is getting the nod for food expenditures? Used to be the boomers. They were the big ones. Sounds to me like millennials have kind of taken over that role, and they have different ideas about what they want to eat, don't they? And how they want to prepare. The level of preparedness and ready to consume that they're willing to pay for at the grocery level has brought all kinds of services onto those grocery stores. I mean...