 And so Cam came to me to tell me about this idea. And I said, wow, that's really interesting. I don't really know that much about wine, but it has always interested me because I find wine to be a very anxiety provoking business. And he was like, what do you mean? And I said, when I go to the physical shelf and I look at all of the wines like right next to each other, I literally have a moment of agony because I just don't understand what distinguishes each wine from each other.