 If you make furniture and don't assemble it, you can ship it flat. You can save on assembly in the manufacturing line. You can ship it flat and save on shipping and sell it for much less. And then he gets shut down in the late 50s by his competitors. He's basically blacklisted in Sweden and facing bankruptcy. And he has a second great idea, which is Poland, across the Baltic Sea, right? Really, really cheap labor, lots of trees.