 So how do you address that when somebody says, what do you guys stand for? I bet some of your folks seem like very wholesome people. I like that right out of the gate. Well, first of all, Brandless is on a mission to do something big, something for your family or the planet, to make the world better. We're talking to a lot of entrepreneurs. Everybody that we talk to that we really gravitate towards is out to do something similar, try to make an impact in the world, try to make an impact for your family, try to make an impact for you. And everyone we're meeting with and with whom we're partnering,