And you mentioned 170 years old, but levi's jeans have actually been around for 100 and years. —— been around for 150 years. pretty incredible so they have a long legacy to rely on but they also have relevance to marketplace, they have a strong following in younger consumers which is pretty incredible. what are some of the challenges when you do have a business that does have a family in charge and the legacy issues with that? i think the key thing is to establish a governance structure that sort of in a way, unlike the succession scenario, protect the business from the family. so what you...