 has to do with dietary fiber. You know, we're all encouraged to have more dietary fiber. There are studies that show that the average American consumes negligible amounts of fiber. We need more fiber, fiber, fiber. The fiber fervor was created to some extent by Dr. Dennis Burkett, who was a gastrointestinal surgeon in the UK. And then he decided to do a spadicle and spend some time in Africa and study the people in Africa to find out why it was that they didn't need that much