 personalized pricing not only bakes in bias and can drive inflation, but creates a world where you never know when your apps are ripping you off. All of that is true. On the other hand, it is the perfectly efficient function of the free market. Yeah, yeah, I hate this. I don't mind it. But it is absolutely supply versus demand. I mean, you know, I'm either willing to pay it or not. I am never buying anything online ever again. Yeah, I'll bet that is the future. I'll bet we all pay different amounts for everything in the future.