Do you agree in some categories it makes sense? Any of you guys Gamers? What do you think? If the game is not there, on the day they said it was gonna be released. Then you're gonna go back, right? If it's something that you're really enthusiastic about. Then that's going to be a high-involvement purchase for you, but other products not so much. And depends on the individual what might be a high-involvement purchase for you may not for somebody else. So it's definitely, it's personal. And the level of price is usually associated with high- involvement purchases. Although it's not the only indicator but then again keep in mind. What's considered to be expensive for one person may not be expensive for another, but the idea is what we need to understand is the consumer behavior that what behavior will we anticipate if our product is considered to be a high-involvement or a low-involvement purchase. That's why we need to do...