 This is middle America. This is NASCAR country, Western purple mountains, majesty, everything Americana, you know, and I knew how competitive the beer market was. And that's what I do is I structure deals and I do merchandise and ancillary stuff done it my whole life. And so when I saw this open line, I said, America is waiting for the right beer to come along. And I said, this beer is bigger than politics, right? Because the, the,