 And I think as a society, George mentioned on the call that a lot of people, they're not awake. You can't get them motivated. You can't shake them awake to the fact that, you know, things are bad. And he said, when you look at the fact that a breakfast sandwich is over seven bucks, if that doesn't wake them up, what will? And that's a good point. I thought a lot about that after he said that. I guess what I'm getting to is...