The new wave, the new paradigm. Isn't it funny there was all these other companies making quote energy drinks? And none of them saw this big, just giant gap in the market. So, they play on like people's weakness in a way. Play on the short term gratification of human beings. Yes. But you, or one of the many good things about this is that it's both short-term and long-term. It's amazing. Discipline, go to energy.