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A lot of people have trouble eating ice cream because they're lactose intolerance. I'm kind of that. I sort of have characteristics of it. So honestly milk isn't really my favorite. I put it in coffee and barely noticed it. I'll have it in cereal and just kind of pay the price later like having the trot. Ice cream doesn't harm me. It doesn't quite do that, but it does. So, okay, now that's me, right? I know the consequences and I can kind of watch for it, but I think maybe some people, it really bothers them. So probably certain manufacturers, like I know Boskin Robbins is one that's kind of addressing the you know, wanting to get the lactose intolerance audience, right?