 Yeah, I would agree. I would agree. It'll figure out that for the new iPhone, he's willing to spend whatever. He's just that kind of guy. He doesn't get the new iPhone ever, so we're going to have to put the price at this and see if we can entice him. Well, and right. You give me, I don't know, $10 for my bag of garbage bags, box of garbage bags, whatever. If I say, yeah, click, I deserve to pay $10. If I say, wait a minute, that seems awfully high, and I dig for a better price, well, that's the price I deserve to pay. Yeah, I don't like it, though. Mm-mm.