 You know, again, I think what we're trying to do when we're talking heritage traditions and values is we are a cowboy city. You know, we're a western city. What is the drive for people to come here? What brought you here? And when we get into the Western Heritage Museum and that piece, but, you know, there's something that people see out there with the western culture. It's like a magnet. It kind of sucks them in.