 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