 hundreds of thousands of dollars, sometimes millions of dollars. And when I worked at Shields, it was funny because people don't realize what it takes to build a store like that, to put the merchandise in a store like that, train people. It has to be thoughtful. It's got to make sense. And above all, it's got to make money, right? I mean, we're not in business. I mean, I believe in altruism, but at the same time, it has to make sense for business people.