 But the marketing had always been toward people who maybe wanted to diet or to lose weight. But the problem is, if they're trying to lose weight, they're not going to look to beer at all, whether it's lower in calories or not. So Miller Lite basically presented itself as, quote, a low-calorie beer that tasted like beer. They wanted to be known as just beer, but with low calories. So they came up with the famous tagline, Like beer from Miller, everything you always wanted in a beer and less.