 uh black rocks of the world and vanguards that were running everything saying hey you want to do business with us you got to adapt all these policies because it never made sense i don't know how many times we brought up why would this company do this this doesn't seem to match what their customer base is right but they don't know they're right exactly what it was because of a higher you know some sort of power that they were answering to what was pressure too being applied social pressure but you're right david after the bud light thing