 You know, it's a comfort food. It brings it in. I think we all enjoy where it's at. And so it connects so well with where we are in the Midwest and where everybody goes through. I think it's just fun. And think about that. There's even people in the Midwest that wear cheese on their head. I mean, how much more fun can you have as you go through there where everybody can explore something we all enjoy? And at the same time, let's just face it, it's fun, right? It's just a great way to go out and have some summer fun.