 I think it's a great question because Walmart starts in Bentonville, Arkansas, which is in northwest Arkansas in the kind of hill country, the Ozarks, in a town of a few thousand people. And rurality, once again, is the key ingredient. This is an odd technique, right, that Sam Walton, who founded Walmart in 1962, is adopting. Because if you think about the big box stores that were emerging in 1962 –