 Let me first speak from a policy level, and I'm going to answer this question in an interesting way. I love Costco. And one of the reasons I love Costco is because Costco has a policy where their markup is not going to be greater than 15% the cost of the actual good. Right. Part of the issue is that our costs are non-transparent, so they hit people in some really profound ways, and they hit them when they're hurt the most, literally insult to injury. But the other part of it is also what those costs are.