 And the internet has centralized pricing for everyone, right? I mean, I watch people do it all the time. They're standing in the line with their groceries already on the belt looking on Amazon to see if it's any cheaper. I'm guilty. I do that. I mean, so the point is, I guess it's not good or bad. I mean, it's just consumer choice. But the point is that this is how centralized the pricing has become. There's just a point where you can't afford...