 But what they don't realize is around the world, this is a global best practice. If you literally pull up the ISO on sustainable procurement, they specifically talk about life cycle cost analysis as the way that you justify your price premiums. So let's step back. And I realize we're not in an economics classroom, and there's some people out there who are thinking, oh, please don't do the economics from college. But what are we talking about here? So we're talking about value, right?