 Well, I think it depends who you ask. I think people working in the industry would absolutely say yes. You know, the people that I spoke to in the past all come from it from an environmental background. You know, they're vegetarians. They saw a problem. They see that meat consumption is not only stabilising or going down, but it's actually going up. And they think here's a problem that needs a solution. So I don't doubt their intentions and their ambition there. But again, because there is a lack of transparency in the industry, there's not very much...