 Right, so you touched on that, that the perception is not exactly reality when it comes to inflation. Why don't you explain that? Yeah, so on the one hand, you know, we are seeing grocery prices come down. We've seen a wave of announcements by grocers, including Walmart and Target, that they are putting more on promotion than they used to. Kroger's CEO recently said that a lot of those more packaged goods products, things like the Pepsi codes and Frito-Lays and companies like that, are actually...