 Exactly. There's a whole variety of things that have gotten on people's nerves, and that's why retailers and all consumer brands, including restaurants, have to think more creatively to appeal that shopper or that customer who is a lot more skeptical. So we saw this more recently with Walmart, Wendy's, and Chipotle kind of feeling that heat, as the headline refers to. Walmart actually rolled out digital shelf labels that have price tags that are digital rather than those paper tags.