Well, that's what I'm talking about, really. I just don't think you can deny that some very well known brands have a sort of imagery they portray in order to make people feel like "See, if you carry our products, this could be your life!" As an example, about a year ago, Gerber was pushing the "Pacific Northwest flannel, bearded, tattooed, outdoorsy, leaning against a classic motorbike at a mountainview location at dusk while looking out over the land" kinda thing. It was almost like they were trying to be The James Brand.