 You know, it's $50 or $100 or whatever, depending on which membership you have, which adds up. And if you start putting more on that, then some people may think about, like you, John, canceling their membership and forgetting to go renew one somewhere. But those things are happening. But what Costco's direction is, staying on course with what they're doing, because it does work, but they're also going to up their digital game, their websites and so on, to make it more of a streamlined process where you can...