 The minute you walk in the shop, it changes. The minute you leave, we go back to the real conversation. And what may seem like trivial to some people, people forget that the barbershop is not what it is. It's really a middle-class space that we don't even talk about. Most brothers that I'm reaching out to get their hair cut in their kitchen on the back porch at somebody's house. And we're not having that conversation, right? And I think we have missed so much. But what I've got to remind people is it's 6.3 million black men registered in this country.