 It just doesn't make sense. You've sold more than you've sold in the last 12 years, yet you're selling less. Supply side of the curve is destroyed. So what happens? There's only one thing that can happen. Price has got to go up. There's more demand than there is supply. Price has got to go up and keep going up until you can squash demand. So they talked about demand, and they're talking about a group of people called the millennials.