 And they found that there was some interest in this, what they called the tactical rifle market, which was the AR-15. So, you know, the series mentions a man named Harry Falber, who ended up being the head of licensing at Smith & Wesson. And he came from the ad world. He'd been an ad man in big companies. And when he came to Smith & Wesson, he wanted to test out what kind of advertising seemed to work best for Smith & Wesson. So he