 Up to then, soda companies, especially in the U.S., they had been used to competing against each other on brand or flavor. That's how they differentiated themselves. You know, at one point you had the blue Pepsi, you had the clear Pepsi, Coca-Cola several years back did the orange cream Coca-Cola, I think it was, that made a big splash, you know, various cherry iterations. I mean, there are endless amounts. But then...