morris or something like that. what i'm trying to say is they've tried it before . say is they've tried it before. it didn't go anywhere. why did it not go anywhere? probably because , as alex's probably too expensive. >> well, this is the thing. if we want, you know, british products to be cheaper than the market, we need to stop outsourcing ourselves to everywhere else in the world. we need to start building new factories here in the uk, putting focus here on the uk and encouraging people in the uk to take british jobs, build those vacancies. we've talked before about the 1.5 million job vacancies, but the 1 million people on benefits , we could people on benefits, we could fill that overnight and get british people in british jobs. you know, it's going to take time to get britain up from 2% to 29. but we can do that. we absolutely can do that, because if we don't try, we'll never know. and that's the thing. we can't doubt this country. we've got to look fonnard with aspiration . aspiration. >> yeah. and just a final thought from you, alex, in all of this. i mean, you talk really about how kind of the bottom line comes ahead of morality in a way, but there is another opti