 You have not actually visited Chicago. Have you ever been? I have. No, you haven't? Though you've had Mallort, you've never actually been to Chicago. So this is your chance. OK. Oi. What is that? It's called Mallort. Welcome to Chicago. I know who you are, but tell everybody else who you are. Hi, everybody. My name is Scott Shapiro, CEO of Europa State and board of directors. I'm the chairman of the board for the Vision Council. He makes some really rad frames. That's what you're darn sure. Thank you. Our frames are awesome. I appreciate you saying that. I feel that way too. OK, so I'm asking everybody this question. OK, are you ready? What is one thing that absolutely drives you crazy and kind of makes you want to wrinkle some people in our industry? OK, so this is a really dangerous question, right? Like, nobody's going to see this, right? I can't promise that. So I'll try to say this as delicately as I can. And I'm going to speak sort of on behalf of the Vision Council as chairman of the board of directors. People complaining about Vision Expo. So I hear a lot of people complaining about Vision Expo. And in fairness, as an exhibitor and somebody who wasn't always on the board of directors, I also maybe at times was a complainer. I was somebody who wanted to strangle myself. But now you have a different approach. I do. And I think, look, I understand, again, as an exhibitor, I get sometimes people's complaints. But what I think they sometimes forget and what I always try to tell people is that as an exhibitor, your investment in Vision Expo, 50% of your cost, which is a very high cost, admittedly, but 50% of your cost goes back to the Vision Council, back to your industry. Oh, I did not know that. That's right. Most people don't know that. I did not know that. That's exactly. Vision Council is the co-owner of Vision Expo. So every dollar you spend on your booth, or at least your booth space, comes back to our organization, our industry, to help us with promotion on Capitol Hill, on advertising, education, all the things that help all of us together, that help make this a community, not only does Vision Expo, in my opinion, do a great job of bringing us all together, like we're doing today. Yes. This is why everyone comes to hang out with all of us. I mean, we wouldn't be doing this right now, if not for Vision Expo. We would have to do this over Zoom calls. That would be so lame. I mean, to me, bringing everybody together is quite a purpose. So anyway, wow, I really got on my soapbox there. Can you believe it? It's a volunteer position. They don't even pay me. But you're passionate, and that's why we ask the question. I am. So I understand the complaints. I don't actually want to choke anybody. I would never. But I do want to tell them, yo, your money's going to a good place, and it's helping all of us. Yes. My follow-up, and you had a great thing with that, is like, what are you doing to change that awareness, other than being on one of those? I'm mostly yelling at people, which is way better than choking them. But again, so I see it from both perspectives, because obviously budgets are tight sometimes, and the cost of being a part of Vision Expo can be very expensive, so I understand that. But again, I'll put my Europa hat back on. I'll say, as an exhibitor at Europa, we're very, very proud of the position we have here at the Vision Expo. We really try to do it up, right? So it can be tempting to just show up and just network, but we really try to make an investment, because we feel like this is an investment in our community. And me, as somebody who grew up in this business, it's much more than just a business. It's absolutely. It's a community, and so we want to be good members of our community. Yeah, I can tell you from the doctor perspective, this stuff like this and the things that you do really pay off, and I can tell you that from the frame turn perspective, that your guys' product moves. So we appreciate that, too. You said it in the camera. Don't tell me. Ask in your. Well, your booth is always jammed. And look at this place, man. Yeah, we're very fortunate. It was without the bar, and it is with the bar. Can you tell us the bar? It's much more with the bar. What is this, the drink of Chicago? Oh, yes. You're not heading yet. I don't know if you can tell I've had seven or eight. So at our booth, every single year, we offer a very special drink. It's called Mallort. And it is only available in Chicago. Luckily, we smuggled it into New York. I don't even know where we are. Well, we're still in Chicago right here. That's right. This booth is technically Chicago. It's like the embassy. I stepped right in. Yeah, the Chicago embassy. Once you come in here, you're in Chicago. But you have not actually visited Chicago. Have you ever been? I have, but it's not until you've had Mallort. Until you've had Mallort. You've never actually been to Chicago. So this is your chance. OK. I highly recommend it. OK, let's do it. We're going to do it right now. You're going to get in the group. Come on, let's go. So what does this taste like? Oh, I'm so glad you asked. So it's horrible. Oh, OK. This is going to be great. Yeah, nobody likes it. So you can maybe start by sniffing it. Give you a little idea. It's like if you took Windex and then put just a drop of grapefruit juice in it. All right, and we just do it, huh? To our community. Oy. What is that? It's called Mallort. Welcome to Chicago. OK, so now it counts. You're in. You've been there.