 In this case, what happens in Vegas probably won't stay in Vegas. No. That will spread outward. But Sin City is our first attempt at seeing how we can... I mean, what better city to test it in than Sin City? Because if you're going to go wild, that's going to be the place that you're going to go wild. So it's an incredible time in Hemp Haven. We are following this research. And what's very heartening to me is that...