 Our family is kind of a holistic family, so that's part of why we buy our beef direct. We do Rice Dream and all kinds of soy milk and all that kind of stuff as well. So we're kind of weird, right? We're like the beef people and also do a lot of these alternative vitamins and all kinds of stuff. So here's the thing. Soy Boy, the expression, for me, it was a new one this year. And it represents...