One of the things that really, really annoys me and my wife is when you go into a pink berry or any of the places that serve, soft serve and don't necessarily think about all those things. Sometimes you get a plastic spoon that is sort of rough on your mouth. And how that changes everything. That's the definition for a company not taking enough time to experience their own product. I think about that sometimes when I fly, when you fly coach, it's clear that the executives, the airline never fly coach either. They probably don't fly business either.