 have to go through the mail. And the question becomes, at some point, how much is too much? It's really not inconceivable that we'll start. We're still talking in cents for the cost of sending a letter. But pretty soon, I think it's going to be in terms of dollars. So how far will people go? And I asked one woman point blank, what would you pay up to? And she said $3, which really kind of was interesting to me, the idea that we could be looking at