 discounting their products more. So they're paying for promotions. They're feeling more pressure to drive volume. In the past, over the past couple of years, they were actually driving their sales by raising the price. So we are generally seeing a reversal. That being said, prices have gone up. So it's not completely in consumers' heads. A lot of products have gotten smaller. We've seen shrinkflation, and that's become a household term. The idea that