 I always think of Rolex, they don't adapt any technology unless it's been around for 10 years. That's kind of like... That's true. And so they wouldn't even make a decision. And so when it came to these examples, when Web3 NFT market came out, obviously there's a play for a Rolex to insert something, and then that way they can track these items on a secondary market. But their worldview is if it's here in 10 years, we'll consider it, essentially. And I just love that approach, which just reminds you, you always go back to what you're good at.