That's great. Thank you.
Casey, you mentioned an important word, “trade-offs”, and discussed whether consumers are aware of the trade-offs of eating a particular kind of beef. Should the government be playing a role in terms of the false marketing we see? I know one company, A&W, will say their beef has no hormones, while we know beef doesn't usually have any hormones. How do we counteract that particular false marketing out there that plays on consumers' feelings or demands?