He's got the contrast now of the like fixed variable, deep ETC business that he's selling through Walmart or wherever else. Versus the every single experience someone gets with the burger is different. So I think there's a couple of things at play, but it makes a ton more sense for him to sell like manufactured by the million distribute to these massive retailers and push it out that way. It just feels like that was like the first foray into, and maybe it was a pandemic timing thing to, right? Where that influenced it some where people weren't going anywhere.

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