 then you realize it. You realize that you're having to buy the product more often. You're having to replace it more often. And so that comes into play. And I think people are now aware of it in a way that they were not aware of it before. I think one of the most widely discussed shrinkflation issues had to do with Gatorade. And the only reason it is this way is because it was called out in a testimony by a senator. And Gatorade