 And a lot of it is it's you know, you can't draw a direct conclusion to it, but probably a lot of it is it's Starbucks is expensive, you know, and I think a lot of these companies have pushed prices pretty hard over the past few years. And now it's now it's the consumer starting to reject those those price increases and they're seeing hits to their traffic. And so there's a real effort now, I think, among retailers, restaurants, other large companies about, well, what can we do on the value side? Can we bring traffic back? Can we bring customers back?