 Yeah, yeah. I mean, speaking of sticking to your knitting, I mean, this is something that McDonald's and Al are very, very good at, right? Presenting value. And I think this is going to be their moment to shine, because as we've seen with many of these consumer packaged goods companies and in retail in general, we're just seeing that trend go on where the consumer is facing headwinds and having to make choices and tradeoffs. And I think that McCormick call was was sort of noteworthy there and that consumers are really starting to to to