 who who have mortgages to pay who have uh... perhaps tuition to pay and we're trying to set to set something aside for the future and feed a family they know very well that they've got a significant challenge on their hands uh... by way of inflation is hurting them and you can tell whatever you want to tell them about inflation easing but they see evidence to the contrary when they try to make purchases in addition to that there's probably less knowledge on this from people who are not actively looking for the information