 are like, wait a second, the wine is only $4 or $7 or $10 a bottle? I'm not going to drink that junk. It's garbage. Totally. That's a really good point. That's a really good point. We get it so wrong. I was asking this fellow who runs one of the biggest co-ops in Spain, and I said, you know, you could sell this wine for not $8 a bottle, but $30 a bottle. And he looks at me and he goes, but David, why would we?