Yeah.

That was, uh, yeah, the responsibility that upped the ante a little bit.

Then I think the next turning point was COVID, where we grew a lotAnd unfortunately, I wish I didn't need that, but I think obviously we know consumer b- online businesses went crazy, and all of a sudden everyone was in my ear of, "This is what your business is worth." And I was like, "Okay, maybe.

Maybe this is a thing here." So I say external validation, a shame that I needed that, but that was-

Right.

Whereas we don't get that at all.

Now our, I think we're underpriced for it.

No one does our quality on our, on sustainable basis or whatever it is for our price.