 It's a emerging brand killer. The fee that a retailer asks you wanna be in our shelves, you have to pay us 40 or 50 or $60 per skew, per store. So for the honor of being in the store, you pay $40, $60 per skew. Previous year, we paid almost a quarter million dollars. Slotting fees. Slotting fees. And for us? Yeah, that's big money. And it's not like a deposit. You don't get it back if you do well. It's just a... It's money that you're throwing to the garbage can. Because it's not working dollars, right? So for people who wanna start a CPG company, they should know that it's probably gonna cost them a million or $2 million to get to the scale they need to get. And just slotting fees. Absolutely.