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It's a really good question, and probably the, one of the bigger examples in the space of disparity between what we hoped would happen with the advent of a novel technology and how demand has actually unfolded.

If you look at plant-based meat, you would think based on the taste, price, convenience paradigm that it would Be following a trajectory more similar to plant-based milk.

So plant-based milk is about ten percent of the milk market.

Um, but right now, plant-based meat is sub one percent of the meat market.

Prices of beef, as you mentioned, are spiking, and meat in general.

I think the quality of many plant-based products is quite good.

What was the problem that was solved there? Was it the allergens? Was it just the historical preference for some cultures towards a plant-based milk?