 I think you're pointing to something that is very real, which is over the last 20 years, there's been an inversion, right? So 20 years ago, there were 10,000 distributorships and 1,000 brands. Now there's 1,000 distributorships and 10,000 brands. It's completely flipped. And so I think what we're also seeing, if I were to guess, the cost of wine has just got... It is a discretionary purchase.