 A quote from the other day was, you know, it used to be prime red night at our house on Friday night. We've gone back to Bruinberger. So is this all, this is on the, these are very small margins, right? So when eggs go from $4 to $7 and you go, you used to spend $200, now you're spending $300. And these are all people that live paycheck to paycheck. Most of the people we're listening to, I think it's, what is it, 60% of the country lives paycheck to paycheck?