 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 the now it's the consumers starting to reject those those price increases and and they're seeing hits to their traffic and so there's a real effort now i think among retailers restaurants um other large companies about well what can we do on the value side can we bring traffic back can we bring customers back