 Because when I saw that open lane where Bud Light crashed and burned with their marketing plan, I saw, oh, my gosh, this is middle America. This is NASCAR country, Western Purple Mountains of Majesty. Everything Americana, you know. And I knew how competitive the beer market was. And that's what I do is I structure deals. I do merchandise and ancillary stuff. Done it my whole life. And so when I saw this open lane, I said, America is waiting for the right beer to come along. And I said, this beer is bigger than politics. Right. Because the Democrats and Republicans.