 I want to be able to win, but this is what I'm chasing. You know, all of this stuff, how my image, how my brand affects how much I make. All of these are things that you have to think about. So from that standpoint, these are things that just weren't even on the horizon, wasn't even on the radar, didn't exist 30 years ago. And now these are things that you have to think about on a day-in, day-out basis.