 take a good look at our business model. So we ended up splitting the company into two directions, and I went the printing direction. And out of the fire, we just had to survive. And I looked at the marketplace. We had always printed our shirts sustainably just out of my avoidance of anything toxic. And I realized there was a hole in the market, and I said, well, I'm sure other people care too. So when we launched Print Natural in 2017 –