 And I guess if you pay attention, if you caveat emptor, buyer beware, you say, okay, I know what I'm buying. And, in fact, it's nice enough at the grocery store these days you can walk by and say, how much is this per pound or per ounce or per whatever measure it is? So you know what you're buying and you know what it costs. That does not explain away the fact that costs are up dramatically. In fact, the example I've been using this week, Independence Week, is that –