Is that correct?

Employee Stock Ownership Plan.

Man.

So, which ironically, I put a poll out on YouTube once.

And one of the options was everybody should own a piece.

And that actually got the most votes.

So Employee Stock Ownership Plan is great.

But who is it not for? Okay.

So what is it that business owners most misunderstand about the SOP process before they actually even

seriously start exploring one? Sure.

So I think the biggest misunderstanding that every business owner gets as they're thinking about what's next is that ESOP is a sacrifice, right? So here's what I mean by that.

Every business owner really needs to consider four different buckets as they're trying to decide what's next for their business.

They need to think about price.

Right.

You built it.

Sure.

So what's kind of real and what's the noise? Why does it get such a bad rap or why is more people not heard about them?

Okay.

So let's talk about, you mentioned a couple of things.

It's expensive.

It's complicated.

It's not just selling your company and doing this, right? Just walking away from it.

There is an ongoing legacy that you're leaving in an ESOP.

How should they be framing that?