 A quote from the other day was, you know, it used to be prime rib night at our house on Friday night. We've gone back to Bruin Burger. So is this all, this is on the, these are very small margins, right? So when eggs go from $4 to $7 and you go, you used to spend $200 and now you're spending $300. And these are all people, they live paycheck to paycheck. Most of the people we're listening to, I think it was, it's 60% of the country lives paycheck to paycheck.