Do you believe serialization has the potential perhaps to transform packaging into perhaps more of a strategic business asset that really creates value through its entire life cycle?

Yeah.

Of, of course.

[laughs] Of course.

And it's not only the QR code.

It's of course the digital print technology itself, which will make neutral boxes not neutral anymore, but they will be individualized, serialized, seasonalized.

Uh, and so, and then we find the QR code on it, which, which we said the QR code is actually, uh, the link between the old physical world and the today's online world.

If bra- if brands begin recognizing these opportunities, what does that mean perhaps for corrugated converters and manufacturers? Does it, I don't know, fundamentally change what customers will expect from packaging suppliers?