Alex DuPak, before he ran Savvy Restaurants, was one of the most creative pastry chefs. He created this thing where you can make soft chocolate and you can bend it like a knot. Every time I see that, I think Alex DuPak should be getting some royalties for that. And there's got to be some kind of threshold where you are able to get these trademark rights. The late aughts were more breakthroughs in pastry on savory food then the past 10 years combined.