 Can you describe those ads? Yeah. I mean, Harry was a traditional – he describes himself as like from the Mad Men era of advertising. He'd worked for many – Hallmark, Volvo. He'd worked on these very mainstream brand campaigns. And so when he got to Smith & Wesson, they were trying to figure out how to market this AR-15 and also to sell their guns in general. And so he did this study where they placed two ads in Guns & Ammo magazine.