 up there because people go up there and, what did you try? Yeah. I tried this. What did you try? I tried this. Well, what do you think about it? And it gets people conversing about different beers and trying stuff and sometimes getting out of their comfort zone what they would normally try. Right, right. Well, when I was talking to Michelle, your wife, last hour, that was one point I just love is the fact that you can go up and you can pay for an ounce of beer and taste it. If you like it and if you don't, then you just move on to something else.