 But as a business owner, you have to decide at some point, all right, do I continue to eat this cost or do I raise the price of what I sell so I can make money on it? Or do you change your recipe slightly? Maybe the cookies are a little smaller. Maybe you don't give as good a value. No. I mean, I know you guys for a long time just ate it completely, which is, by the way, a terrible idea for a business just so you know.