 In fact, I argue in the book that the rural roads to our Amazon economy went straight through the American South. And maybe we can return to that later when I think about Jeff Bezos and Amazon, how they built on some of the models that we see here in this book. But Coke is a great example, right? I mean, as they're emerging in the, I said, 1886, you know, Pemberton actually dies. He never gets to see this brand become what it is. And