 And the CMO is like, I can't sell that. I can't market that. The mass market's not buying that. And presumably, it's at a premium as well. Right. There's a premium. There's a cost to this transition. And one that we haven't figured out is who's going to pay for it. And consumers have to start sending a very strong signal to these big companies, especially, that I'm going to choose products that are at least claiming to try to do a better job with the environment.