I think most of us now are socially conscious. When we buy fish, we don't want to buy fish that's not sustainably caught. And so I think that, you know, it's the same thing, like be discerning. In a Mediterranean Asia, they're very discerning about their food. They actually are very discerning when you sit down in Italy to eat with a family or friends. You talk about the food as they're eating it. It's a very aware, mindful way of actually eating. So you're continuously aware and discerning about your food in America.