 Right. They're smaller. I know it. They're smaller. Right. Sometimes with shrinkflation, it really does seem like the company's trying to trick us or something. But Ellen says a lot of companies are aware that people don't like being tricked. Companies do have data on this stuff. And sometimes that data shows that even if shrinkflation makes some customers mad, many other customers actually would prefer a smaller bag of chips over a more expensive bag of chips.