 versus all in your personal goodwill means more money. So why wouldn't you pay attention to this? I've literally had 40-year-old business owners that are killing it. They're making a million, $2 million a year net. And they ignore this because they're like, ah, I'm doing pretty good. I don't need any help. I don't want to pay your fee because I've got this figured out. I'm going, okay, but do you know what the difference is over five to 10 years? You could double your net worth.