 You know, in an environment, and like just being serious, right, we talk about inflation, right, and companies trying to figure out with still some of the higher input costs, they've got to figure out alternatives. Otherwise, they've got to raise prices to consumers in an environment, right, David, we were talking about this earlier in the retail sector, where consumers are looking for value. Looking for value, looking for deals. We saw it in, obviously, dining and restaurants first. Now we're seeing it move over to other products, other parts of retail as well. If they're getting smaller, if there's shrinkflation, get two chocolate bars. Like Twix. Yes, yes, that's right.