So this is what, the third year you've done it?

Third year.

So the big film photo walk, yeah, third year.

So the first year was...

I mean, I remember having the idea like in a swimming pool.

Because we were basically in the middle of plotting the Pentax 17 launch.

And Pentax had come to talk to me about it several months before it had gone live.

So, you know, what's your thoughts about what's out there right now and how it impacts? Yeah, it's fascinating.