 caught on with the American public. I mean, keep in mind, obviously, there's a certain segment that eats vegan or eats vegetarian that will, you know, always gravitate toward these products. What these products are trying to do is appeal to a larger segment. And the problems are basically twofold. One is these products are more expensive. Fake meat costs more than meat for the most part. And so, you know, you kind of like got to decide, do you want the six pack of hot dogs for $6?