 And so there's completely a California component to this story. It's not just the South. And it was also a great opportunity for me to point that out. The idea that rurality and servicing the countryside is that the South or Southern companies have some kind of monopoly on that model is, of course, not true. Chicago had Sears, and it was all about trying to get things to rural markets and became one of the biggest businesses by trying to figure out how to do that.