 Yeah, you definitely get it. I mean, I remember seeing the booth for the first time a few years ago and you walk in and it's kind of like a candy shoe candy store on the wall. And you're looking at the different variety and the samples and such and like, wow, I mean, how did that come together? Look at that one. Or that's so classic or, you know, whatever the innovation going on and such, because there is a bit of technology involved as well, obviously.