 Oh, always along the way. I think the best thing was all the conversations that I had with multiple camp owners. So I had the opportunity to do field work through Moosehead Lake region, Rageley Lakes region, then with my own, you know, now family members to really talk about what camp means to them and how it's evolved over time. Just really special because everyone has sort of a unique connection to it and everyone loves to talk about things that they love. So...