 Welcome back to Rich on Tech. Rich DeMuro here, hanging out with you, talking technology. We'll get back to the phone lines in just a moment. But first, let's talk about barcodes. Yes, the little thing on the back of your packaging. I actually scanned one today, just this morning. My guest is Bob Carpenter, president and CEO of GS1 US, here to talk about 50 years of the barcode. Bob, thanks for joining me. Rich, it's great to be here.