 We can't have you up here and being a sponsorship of Impossible Foods, who they look at as a direct competitor, although I don't know. Impossible Foods is, I believe, vegan, and I don't even know. It's plant-based, so I don't even know about that. And just to think as well that Joey Chestnut is some sort of vegan is just crazy to me entirely. They could have chosen someone else. But he is popular, and they are getting a splash with this, so there is that. But that is something to watch.