 Initially we called it Field of Dreams Pricing. So like price at low and the sales will come, right? Low margin, high volume. That's so great. Yeah, I mean we recognized that we couldn't compete. Like in order for us to have a healthy gross margin back then at such a small volume, we would have to sell our coffee for six or seven dollars. The initial price point at Whole Foods was 369 and it cost us like two bucks to make it. So we had a very thin gross margin. Today it cost us less than a dollar to make and the on-shelf price is 299. So we wanted it to be low and you'll see anywhere from like 299 to 399 is like where most bottle of coffee sit. So we wanted it to be right in the mix of it. So like even though we offer premium ingredients, we wanna be competitive with the mainstream guys.