So if, if we're, if we're going back in time, should we, should we just prevent this from happening? Or was this just an idea whose time has come and it was gonna happen no matter what?

Oh, it's a tricky...

It's a tricky, tricky question.

You know, I think the, the thing I often, like, think about with the Keurig, and, uh, especially when we think about, like, kinda like the pipeline from, like, you start brewing your own coffee at home, and then, like, ideally, you know, especially when, you know, for us that work in, like, especially coffee industry or, like, who operate in that world a lot, the i- the idea is, like, people kind of have their stepping in point to making coffee.

And then ideally, that is kind of a pipeline that leads them to want to drink better coffee down the road, kind of explore that rabbit hole.

But, like, the Keurig is such a perfect machine for so many people in the sense that it's, like, wildly convenient.

It was and is, like, such a status symbol as well, that it's like it kind of became the stopping point where people were like, "Actually, this is...

Uh, do you see those things sort of running at each other right now?