 I don't know, let's figure it out. Let's figure it out on the go, right? So I built, I found actually my first business plan recently. It's dreadful. Like, it is absolutely horrific. So you go and you learn, right? And so the business plans, as it grew, it kind of became its own kind of thing. And then what I didn't want to do was what a lot of my peers had done, which is release a vodka or a gin. And that was, I did know what I wanted to do was very clearly...