 Great to meet you. Yeah, it's great to meet you, Jeff. How are you? Good. Ellen met us at a stop and shop in Brooklyn. It's a pretty typical grocery store. You've got your produce and meat along the outside perimeter. The technical term is the fresh perimeter. Milk is in the back. But center stage are the aisles and aisles of packaged goods. The sodas and shampoos and the mayonnaise and the soup cans. This is Ellen's playground. It's her secret garden.