What other factors go into that?

Yeah, it's the need, right? So our owners looked at several different areas about where is the underserved population that could relate to who Farm to Supply is.

South Carolina actually has more deer in it than Illinois.

So it's highly attractable.

Crops are a huge thing in South Carolina, just like they are in Illinois.

So looking for those reflections in other areas of the U.S. that would say, hey, these guys are a good fit for us, right? There's some stores, Tractor Supply is down there in South Carolina, but they're a little bit different than what we are.

And whenever our owners went there and they noticed the shelves were bare a little bit and the populations were growing, so you know there's a huge opportunity there for products like ours there.

I think it's that whole thing where you guys want to like, we are a part of your family.

How do you think that you guys win against those much bigger competitors with deeper pockets?

Yeah, I think we're nimble.

First, to change strategy if we see something moving.

Obviously, right now, we're in the midst of rising gas prices.

Iran, there's a bunch of different things that are affecting the retail landscape.

We're adjusting on the fly right now to that landscape of knowing that, hey, we need to focus on lower cost goods, home essentials, to make sure people know that they can get those rather than a $13,000 mower, right? That might have been the case two years ago.

That's not the case now.

What makes these ones real?