 But, you know, when we launched mayonnaise, it would have been really easy to just say, well, let's just launch like a mayonnaise that looks like every mayonnaise in Whole Foods. But we didn't. It took us a long time to say, well, how would Sir Kensington's make a mayonnaise in keeping with the quality of the ketchup? And that was by creating a supply chain for certified humane free range eggs. We were the first company in the country to use free range eggs. And that took longer. It was harder, but it was a unique solution that suited us. So I think the equivalent here is true.