 And he's been covering this stuff for like two decades. He used to actually be the Coca-Cola reporter at the Atlanta Journal-Constitution. Atlanta, of course, is the global headquarters of Coca-Cola. I feel like you must have been a celebrity in Atlanta at the time, right? Being the Coke reporter. You know, maybe, I don't know. I think a lot of people in Coke circles certainly knew who I was. And by extension, you know, the industry as a whole.