So Bud Budweiser is like the old companies or something. There's only so much you can sort of move stuff around, move ESG scores around like, I don't people know, but people drink a lot of beer. A lot of beer is being drunk like, there are many, many men wherever you live that have a job driving a truck full of Budlight and delivering it to people. By the way, Budlight sales bottles, sales of Budlight. And now I would I would this just make so much sense because like, I mean, like when I was 22, I probably drank it. I mean, I don't know people like so I literally drink like once a year now. It's just one of those things like thanks. Thanks, go. But it's one of those things like when I'm in when I was when I'm in the right place, I drink when I'm not I just have it doesn't matter. So but I mean, I've been the kind of like 25 year old guy that drinks like, I don't know, two cases a weekend or something like that. I mean, me and two other guys could stack up, but Budlight cases about six foot high in a weekend. I mean, that's a lot of beer. That's a lot of beer. And this is so the way the way this kind of thing would work would be like, if I'm in a social occasion and I'm 22, I'm not buying a Budlight. It's not going to happen. You know what I'm saying?

Yeah, that's the gay beer. And course is now a course is not owned by the same company. But right aren't they aren't isn't cool or is an unhise or bush separate or they I forget that one of the one of the big brands of beer is a rival company. So like, if only 10% of your former Bud drinkers switch to the rivals and like the other 90% switch to once you switch to like one of the brands that you own, that's still a lot of money that you're losing. That's a problem. Especially with the heavy it's the heavier drinker like the the person most likely to drink a shitload of beer is the person least likely to like the what you're doing.