 a little bit of, um, and, and, you know, Margaritaville is, is become an amazing brand. Um, and certainly, you know, what I, you know, when we reflect back on, on Jimmy Buffett, as I mentioned earlier, kind of the, the, the genesis of it and, um, and started it, he always had a good, uh, a good line that, that I think about, you know, kind of make it up as we went. Um, um, I will say these days, it's a little bit more strategic, but back in the day when we first, uh,