 And that's one of the most interesting things about the history of refrigeration is at first, and you still see this happening in parts of the world where there isn't a cold chain. People just are not into the idea. They suspect it. They don't believe it can be fresh, that it can be healthy. They, you know, what is this sort of zombie technology that can make something look as though it was slaughtered yesterday? But it wasn't. It was slaughtered two weeks ago, six weeks ago, you know.