 And it became very, very clear that there are different levels of belief that a dog, for instance, has the same rights and you have the same responsibilities as you would toward, say, a human child. We talked to quite a few people who said, I would absolutely spend every dime I had and then borrow every dime I could for treatments for my dog, even if it put me $100,000 in debt. And they were completely sincere about it. Yeah, and I don't doubt that, but...