 You know, maybe they were a Whole Foods family for a while and then they're like, all right, maybe we've got to drop to Trader Joe's. Maybe they were Trader Joe's family for a while and they find, you know what, maybe we're sprinkling in a Walmart, you know, grocery around here. So it's, you're going to get that substitution, whether it's, you know, products within the store or stores themselves. You know, consumers are, you know,