 And when I saw that, Jessica, I said, you know what? I would have been hung out to dry 15 years ago or 16 years ago to ask that question because the wine people that I knew would have nothing of that. How dare you even suggest that, that this technical stuff is not more important. But when I saw that post, I said, the time is right. We are there now. People are finally saying, let's really deal with what really matters. What do you like?