Sure.

But if you [laughs] if you don't warn them, and you go right in for the palatal and they're not ready for it or whatever, they're like, "Whoa!" And I, so I always, if I'm doing the pal- that on the palatal, I always take a mirror handle and lean into their palate like crazy.

"So you're gonna feel a big bunch of pressure, and you might feel a pinch." And half the time, if you lean on it w- hard enough with the mirror handle, they don't feel anything.

But it's always, with, with that pressure syringe, I always tell them they're gonna feel it.

They're gonna feel a lot, and then they, they buck up if they don't feel it.

So it's, but it's, I always warn them just 'cause you never, some people feel everything, and some people don't f- I'm blown away by how, how many people don't feel the palatal.

Uh, but, uh, 'cause that, you know, you-

I like that

So maybe if you want to talk a little bit about that and I guess how you guys see us being able to get more adoption of that.

I think it's a great concept.

It kind of puts it all together, you know, from the registered Angus bull, GeneMax, to the Angus Link program, Genetic Merit Scorecard, to the end product with the Certified Angus Bee program.

For me, it kind of organizes it in my brain of how this all is put together and how it all works together, trying to make the commercial cattlemen more profitable.

We're trying to provide tools for those folks to be profitable, and I think the concept is, in my opinion, really important because it puts all those programs together.

One thing that the Angus Media Board brought up that I would say is probably more reactive than proactive at this point was we talked about some of the increases in inflation and the increases of postage and printing and the impact that's been having on our business, especially specific to the publications and Angus Journal specifically.

Yeah, Miranda, and I didn't even realize it.

It's been 21 years since we've increased the cost of an ad in the Angus Journal, and we felt like it was probably with the cost of postage and printing and mailing that we needed to increase that cost.

Mm-hmm.

And they would use it to...

If they were doing insurance, they would probably use it to do insurance stuff, and they, they would probably do, like, the books, the ledger stuff.

I know for a fact that he had a, an appointment book that was, like, the full-on appointment book with pencils and stuff like that.

So literally, as I came in, he was transferring to Dentrix, where it was-- he had some clinical computers in the back along with the comp-- So that was, that was, like, the first big thing.

Like I said, I guess it was 1998, so it was-

But yeah, it's, it's hard to, it's hard to brag about yourself.

One of the best ways to show a person that you're like super superior, let's say the, a serious cosmetic dentist.