 And now the consumer is starting to reject those price increases. And they're seeing hits to their traffic. And so there's a real effort now, I think, among retailers, restaurants, other large companies about, well, what can we do on the value side? Can we bring traffic back? Can we bring customers back? Even if that means taking a short-term hit to profit margins. And so there was a real shift there. And I think that's, you know, it's not as if the consumer is spending less.