 why when mom and dad are going to the grocery store, they've gone from buying, let's just say, the brand name cereal, to buying the just as good but cheaper off-brand cereal. And now they're reaching the point where, hmm, maybe we can't really afford the cereal. It was either the Washington Post or the New York Times, I forget, one of the major newspapers, ran a story that, well, to save money, quit eating breakfast. Really? That's your solution?