 Trucking, of course, became part of the way they did that. So it turns out that the countryside market was so key to Coca-Cola, even though someone like Asa Candler, who comes from the country, wanted to be in the city, but later finds out that it's in the rural spaces. If you can get things to the rural markets and you can figure out how to do that, you can become a really powerful company. And I think we see that in the case of many of the other companies as well.