 I mean, because everybody's got a connection to it. Like, you would get on the phone with someone in Korea and they would talk about, you know, getting it as a wedding gift. Or you'd get on the phone and they'd talk about making it as a kid or, you know, how much they loved eating it in college. And it's one of those brands that just sparks, you know, it... And I think it's because of its lore in pop culture, right? Back in the 70s when Monty Python did the spam, spam, spam, spam, spam, spam, spam. Like, that continued to ratchet up the lore. And it...