 If I'm selling people $19 cocktails, how is it going to look when the guy sitting next to them is sipping an $8 beer? It doesn't work. So I think there's going to be a lot of establishments that don't want to play into this downward trend or whatever or have fun with it. I mean, they've got to sort of uphold a standard, if you will. Let's also be honest here. There are a lot of beer aficionados who have no use for a beer like Miller High Life. I mean, you