They do share things.

Yeah, I agree 100%.

You got to be in the stores.

And my line with people is you've only been there long enough when they're going to kick you out.

So, you know, you got to stay there.

You got to be a student of your category in terms of, you know, what are the big brands doing? Are they doing loyalty? Are they doing in-stores? Are they doing...

You know, ads or are they doing their own program? Like what's going on? And you got to look for those patterns, because if you're in a category and you see that the number one brand continues to do loyalty over and over again, you kind of go, oh, maybe it works for them, you know.

Yeah.