 It's a lot of back and forth, you know. A lot of people don't want to deal with that. So, yeah, you have to plan for that as well. It seems like what you are doing is, you know, emphasize, I know you're about to say something, Jackie, which is build community. The experience of maybe going to a brick-and-mortar store, a local restaurant, has got to be the experience I have when I'm there, you know, that has got to –