 I mean, maybe in time it won't. And I think the other thing here is about how generations perceptions around food really, really change. Right. Like so we might feel a bit uncomfortable about eating it, but maybe the next generation won't. And that might be create a very different sort of culture around it. And maybe it won't become a gimmick anymore. Do you think that's quite a big thing? Actually, it's just for some people a bit yucky.