 You know, I did radio for a long time, and, you know, obviously Dan and I and our family, we grew up in the outdoors hunting and fishing, but we never spent a lot of time in the outdoor industry on that side of things. And then I suppose it was 12, 13 years ago now, I started to dip my toes into it, and now I've been in it for quite a while. Mm-hmm.