 The estimates on the loss in revenue to Bud Light, I mean, CNN had some reporting pegged at approaching a billion dollars in terms of a sales slide, which I don't have the means to fact check that. But what is clear is that in the aftermath of that, there was a real pullback from brands wanting to engage in political causes, issues of cultural identity, issues of DEI, trans rights, etc. That's partly also, I think, what's kind of dictating the shift. Yeah.