 ...for like $9, you know? I mean, it's kind of like that's the dilemma. Plus, frankly, especially in the hot dog category, people just don't like the taste and the texture of these things. So, I mean, if you're, again, if you're a vegan or a vegetarian and you want a hot dog, you don't really have much choice. But if these products are trying to appeal to a broader segment of the public...