 Is it possible that this evidence just shows that our personal preferences, including like what I want to put in my mouth today, are just much stronger a driver than our sense of, I don't want to say morality or guilt, but plainly a person who was affiliated with this brand did something horrible. I would think that that would outweigh my decision about what I want to eat for lunch today, but it doesn't. So what's the takeaway in that regard for you?