 Yeah. Explain that, because you looked at the industry here when you say it's not done well lately. Well, I mean, the numbers are really shocking. I mean, so, you know, sales of these, you know, kind of fake meat products, it was at about a half billion dollar level in 2020. It's off by 32 percent since then. It's now at about a 300 million dollar level. And there seem to be two key factors that are going on why it's just not happening.