 They've gotten on board, but you know, you're right because people think it's intuitive, but when barcodes were first introduced, there was a lot of concern around, I can't see the price of the product. How can I make sure that whatever's getting scanned is charging me properly as a shopper? So it was a pretty significant transition, let alone all the equipment that had to be installed at the front of a retail store and the commitment from brand owners to tag their products using barcodes.