 And then the Keto brands don't appeal to me. I think this is your story. They're like very, for buying larger. This is your space. Yeah. That's it. So it's sort of like blending this world of how can we. I love that. How can we bring, in this case, high protein, low carb offerings to the natural foods consumer? I think we just made your tagline, at least in my head. I'm sure you've already thought about that a million times, but for me listening, I'm like,