 That's how you do it. Because everyone is expecting American or cheddar, but when you say, oh, I have smoky cheddar or spicy cheddar, then they're standing at the grill next to you, right? Then they want to be there. It's true. It is true, 100%. How much longer until that amazing cheese? Exactly, right. Then they're pushing you, right? Jamie Gwynn, our favorite celebrity chef.