 having his wares on his little booth there at AR-15s. They despised sort of the military-style guns of the time. You know, these were sportsmen who liked their Woodstock gleaming steel hunting rifles. They liked to go hunting. But a lot has changed since the 80s and 90s. Politically, culturally, we have a whole new gun culture now. It's not focused on hunting. It's focused on self-defense. After, you know, 9-11, where military imagery...