Bhagavan and Bhavan has found niches where the customer is not price sensitive. The supply is not directing prices or having multi-distribution that is typically hurting the margins, he says. But for example, in new trade, they only have 43% of sales proprietary products - but they have high margins. So why? To my knowledge, they have really gone the path of finding, you know, distribution companies addressing niches without having big multinational supplier on one hand and big international customer on the other hand.