 Yeah, no, and that was that sort of darker edge of marketing that at the time was still sort of unwelcomed or sort of challenged in the industry. But now that's pretty much just how guns are advertised. It's a sort of darker, sort of more aggressive, there's a threat out there and you need to confront it. You know, just like the police do, you can be just like them. And that's mainstream firearms marketing today. Yeah.