 Right. But you've been successful because people really love the cookies and keep coming back. And right now, you can get 15% off the cookies at Kexi. Very nice. Kexi.com. 15% off. Kexi.com. There you go. But it's true. I think it hits small businesses all the time. It does. And, you know, I mean, does IBM care that the prices have gone up at the grocery store, you know, 25%? Probably not as much as...