 What did you uncover during that process? You know, there was like rendered animal product and some of the fish that were being fed in the farms. In what world is a fish intended to be feeding on like rendered horse meat? It's like not the... Not in the natural course of existence. Correct. And so we converted 25% of the menus at those four restaurants to plant-based. Became the topic of conversation and realized that there's a huge opportunity to create a place that only serves plant-based food that's cool and exciting and makes people feel like they're not sacrificing anything.