 We took a look, maybe like most people did. You had a little bit too much time on your hands and maybe too much thinking. But we did a strategic analysis of where are some of the biggest gaps in the marketplace. And I'm a little embarrassed to say it took me 13 years to connect the dots between Colonel, Father Martin Fleming, saving my life, and this gap that's in the military. But the math or the connection goes pretty simple like this.