 Rich, that's exactly right. What we anticipate is a QR code powered by GS1 that provides the benefits of QR codes today with a lot of rich information around allergens or sustainability content and also goes deep at checkout like the barcode we've enjoyed for the last 50 years. Ah, okay. That makes a lot more sense. Now, are retailers going to have to upgrade their systems to take advantage of the QR code scanning at checkout?