Is There a Competition in the Food and Beverage Space?

There's been no iteration in the cereal aisle, which commands a large dollar spend when it comes to real estate too. The other thing that I really hate is a lot of direct to consumer competitors in the space already. So if you're going into retail, it's a different market that you're competing against versus online. If you get a million dollars in e-bodah, you probably have very good life. Yeah. You can kind of predict how fast they'll change or innovate or move. They will not move until you're a 30 to $50 million a year business.