the ones that are fat shaming and marching on climate, they're going to have to live in this environment. that's important. for a few dollars, at the centre of your plate, you can communicate what you're about. you don't have to go and buy the tesla right away or some other electric vehicle. one major obstacle is the cost, right? it can be 50% more expensive than actual meat. is it only really for the wealthy who feel bad about, i don't know, their carbon emissions? that is something that has always troubled me. it is also... it is something that intuitively should not be the case. if you look at our facilities, you look at the facilities of some of our animal—based competitors, we are still a very small company. that's going to change. one of the reasons i was so focussed on these deals — with say mcdonald's — is i believe that the route to cost down and to scaling, and being able