I mean, you're talking about community. The fact that your community is dictating who, I mean, they're the ones who need the tools. So if you're the one who's making the tools, then having a relationship with the people who need it, they can best speak to what they need and then you can best deliver what they need. And yet, there are companies out there who don't do that at all. They'll do what a focus group is like, what do you think of this? What do youthink of this flavor or other? And I'm just like, yeah, but that's not a partnership like you'retalking about. It's like a