And as Israel balances its robust natural gas infrastructure with new energy and new energy storage targets, what insights can the U.S. and Israel share regarding the optimal energy mix required to drive decarbonization without compromising grid reliability? And you had mentioned some emerging technologies and like that they can fuel the gap during this transition, correct?

Yeah.

So I mean, figuring out what the ultimate energy mix is going to be in the next 25 years, that's something that everybody's working on.

There is no silver bullet.

And I think every country, the US and Israel included, are going to come up with a different solution that works for them, given their different geology and geography.

I think what's most important is that technologies that are considered transitional need to be taken into account when we're building infrastructure for 2050.

So, for instance, we talk about building infrastructure to support a hydrogen economy.

Following recent international momentum on the future of technology, how are the US and Israel partnering to ensure that rapid advancements in artificial intelligence and machine learning are successfully leveraged to optimize smart grids, predict materials degradation, and serve the public interest?

You know, what did she say that made you think, "This is the place I wanna be"?

Yeah.

Again, so when I took the phone call, I was dead set on staying where I was.

Like I, I had just resigned a contract.

Like we'd, again, just went pretty deep in NCAA tournament, and we lost to the national champ.

Uh, we were top 10, I think.

Like we, we were good.

[laughs]

Oh yeah.

Everyone is playing around the margins of the same exact type of formula, which is just a lot of salt and a lot of sugar.

And so when you really look at it, it's like nobody's come in above the category and said, let's just do this better.

Let's do a better hydration with better form of salt, with B vitamins and all these other things you can add to it.

Charge a premium price point to it.

So we'll come out at, you know, 49 bucks for a 30 count, something like that.

Like not as expensive as our essentials, but like, you know, over the top because consumers have proven they're willing to pay for it.

I didn't know one could do that.

So still very much a part of maybe like in- traditional influencers, maybe not celebrity influencers, but influencers and traditional media buying.

It just puts gasoline on the process.

I mean, you could get there other ways.

We've got a brewery in Milwaukee, Wisconsin, that creates beer for, um, uh, John Mulaney, the comedian.

It's a non-alcoholic beer because he's a recovering alcoholic.

He certainly expedites the sale of it, the same way Bero does for Tom Holland, another non-alcoholic beer.

Um, and London Native.

Um, how do you kind of stand out and kind of defend the category?

Wow

...

in Chicago, in Chicago.

And as the, as the lore goes, my grandfather was a, uh, swept floors for Al Capone, and then when, when...

in Chicago.

And then when licenses were being handed out, Capone could not get one because he was wanted by all sorts of people, so he put my grandfather in business, and it was a saloon.

It went from being a speakeasy to a quote, "legalized saloon" in the north side of Chicago.

So what is, what would you say, give us some of the macro trends of the beverage industry today that really shape or maybe c- you know, shape your, your, your investment theory, but also as other people are considering this as an alternative asset class, what they should be paying attention to from a macro standpoint.