there's some people that criticize the idea that you and anthony bordain and others, now there's t-shirts, hats, frozen food, aeroplane food that you make, does it dilute your brand. it makes you money. have you faced that criticism and thought about that? >> absolutely. managing - no person grows up to think about himself or herself. i'm going to be a brand. this is a long journey. these are things i have to think about today. i have great people helping me to navigate that. yes. fitting. at the end of the day, we say no to 90% of the staff. i do think that it's fitting. i do think that it will help the community i work in. ed i think that i'm excited about it. if it doesn't work out. i'm always going to look ahead, look at the future and say what is the next intersection between technology and food. how do we make it easier to order out. or communicate to the customer base at what is happening on the street. you know, being a chef is also about being a food entrepreneur. some will stick and work, some will not. if people are upset about that. part of living is feeling out who you are. a