 Absolutely. He started as a fake character, but he became very real to us. It was quite the journey. Yeah. And, you know, I remember Sir Kensington started out as a specialty ketchup, right? But actually, the business didn't really start to take off until you went, you branched out, you went to mayonnaise. That's right. And then a bunch of other condiments. And actually, crazily enough, I mean, the ketchup was eventually discontinued in 2023 because the mayonnaise and the other condiments.