 I never thought that it wouldn't be not every Aladino hits me in this way. I happen to like the brand. I really love the people. I love, uh, who's so himself. I love Vivian, his daughter. I think they're, they're, they're smart. They're, they're delightful. They care. It's, it's really good stuff. And I love the, the family connection going back to his father, going back to this roots and this, this concept of Aladino. Um,