 McDonald's doesn't try to pretend it's a great product. McDonald's are succeeding based on speed, price, service, but they're not pretending it's a great product. They don't have to. Take Apple. Apple are not trying to be cheap. Apple are scoring because they have a great product, they have great customer service, and they're not trying to add to that what we're going to be everybody on price. They don't. So they've decided these things are important to us. We'll focus there. These things aren't or are less important to us. So we won't give our time and attention there. And I think too many organizations try to be important everywhere at once and you just can't double down on what you're good at. Make your strengths stronger rather than trying to make everything as strong as everything else. You've got to figure out what's important to us. Let's give our time and attention there to making those things brilliant. And let's not apologize or be embarrassed or ashamed of that we are not the best on these other things that someone else is better than us at. They may beat you on price, but they will not beat you on service. They may beat you on service, but they will not beat you on speed. They may beat you on speed, but they don't beat you on customer care and so on and so on. So figure out what's important to you. Double down on that because you can't be important to everywhere at once. All right, hope that helps.