 ketchup is associated with all of these like childhood memories for people whereas mayonnaise is is just not and so that was just a big learning that we had which is really forget about all the assumptions that you formed in the category and price was a big one too avocado oil mayonnaise like you're talking about ended up becoming ours and primal kitchens and others biggest products but that was 10 11 12 a jar which would have been unheard of at the time that we started the company so you just you know you never really know what boundaries you're able to push and what's going to resonate with with your