 misconceptions about funeral business? Anything in particular that people come in? You know, it's usually a time when they're very sad, if you will. But what are some of the misconceptions about the funeral business? I don't know about misconceptions, but I would say definitely we like to lean on the side of a celebration of life. We want to celebrate the individual instead of having such a sad event. I mean, we want to do the family's wishes, but we want to do it to dignify the person who has passed.