Yeah, I guess the consumer has changed as well.

I think that's a big part of it.

I mean, I think this new generation of consumer has a completely different expectation around, you know, I want my personalization, I want my customization, I want what I want when I want it.

And you have to either accept that and you make changes to allow that customer to do it or you ignore it.

And I think the reality is the coffee industry has flexed, rightly.

It's flexed.

I mean, matcha came out of nowhere and now is such an important part of everybody's menu, right? That's happened in the last three or four years, right? And where payment and technology allows it to go, I think fundamentally it's got to be about, it's got to be frictionless.

What do you think the opportunity of AI here is to really take on this space?