 You know, maybe I don't know. I think a lot of people in Coke circles certainly knew who I was. And by extension, you know, the industry as a whole. Dwayne says in the mid 2000s, the soft drinks industry in the U.S. was facing a crisis. People were drinking less and less soda. And when the executives at Coke looked around for a solution, they noticed that the Coke bottlers in Latin America, this hyper competitive market, they were doing something really different.