 play into the hands of impossible meat or or or in what's the other one uh beyond meat beyond me yeah i mean look i mean there's some of that backlash i think is just kind of you know instant backlash because the fourth of july event is um is uh is such a revered event so yeah i mean could that boost them i you know i i don't know about that but i also want to put the flip side on this you know when i talk to marketing and branding folks they said you know it's interesting to have a guy associated with meat