So I think that sort of sums up the initial problem, Robert, doesn't it?

Yeah, absolutely.

I mean, for me, it was also about, um, inspiring people around Bordeaux, about drinking the wine, telling the story because the wines of Bordeaux tell such a clear story about time and, and place, and changing the conversation, as Michael mentioned, from, um, from, uh, price and points to, you know, what were the conditions of the vintage? Is this drinking, is this vintage drinking best now? Um, you know, how, what is the style of the '14 vintage, for example, compared to the '15, and, and, and trying to communicate that because I think for a lot of, um, a lot of people out there, Bordeaux can seem like a, a brand, and it's a strong brand, but it, behind it all, it i- it is a wine, it's a region, it's a, it's a, it's a place, it's a, there's a vin- you know, a vineyard.

There's, you know, there are so many layers behind it, and, and bringing that full circle, um, rather than talking about the market, the marketplace, um, and talking properly about wine, building that end-to-end relationship from, from the very start to the end is, is, is something which has become, um, much more important for every part of the, the, the chain that, that sells Bordeaux into the UK.

Um, and, you know, it's, it's part of the, I guess, modernization of, of Bordeaux as well, is, um, bringing producers much closer to customers in the way that producers from New World countries, for example, have been, uh, for, for many years.

Yeah.

Um, my answer is, is yes.

Obviously, I, I really hope, I hope that it is.