glad to talk to you. let's start with the way you craft things, you cannot fix what you don't track. >> we don't live by revenue alone. revenue is a result of how many people walk through the door, call, click through, how much they spend and how often they come back. so it is new customer programs, frequency programs and spend programs. so if i have less people that spend more, i can make more money. but if i have less transactions, that's one problem. if i have many transactions with low sales, that's another problem, j.j., you go after them differently. >> when you're taking numbers, coming in every week and looking at your numbers, you say rightly so, look at total revenue and revenue per customer. >> yes. give you an example. i know a business increased prices by 6% this year, their guest counts went down by 4%. they're claiming it ruined business by 2%, but they didn't.