The focus has been taken from what we grew up with not having enough to we have enough and we don't need more. What you're seeing now is people are now saying wait a minute we spend all day long on Amazon and doing all these things and buying what we want. But we don't we mostly don't want it. The fastest growing industry 20 years ago was storage. How do we need storage? Well because of all the things we bought we don't use it or not. So this whole thing that people are labeling isms is really a turn in the warm of say wait a minute maybe we don’t need to think about growth and more. We need to think