try to add something nish on top like gluten, but i mean there's 6 to 7% of the population has a glunt allergyyou're in a town 106,000 people. you're not going to change the dynamics. in fact, what you're probably going to do is pull down your profitability because of the cost of servicing has become b problematic. i'm not changing niche. i'm thinking how do i change my price, my decor, to get everybody in and you say how do i service them proper will i on their own. like how she approached it. >> as i started work on the story, i found a company that makes pants. they say they make the same pair of pants and have two completely different websites. markets the same pair of pants to two totally different groups. >> right. so when that customer is looking for this thing, whatever this thing is, they get what they expected and that other clientele -- >> the hipster sees someone who looks like them. >> it's politics. >>. she's doing what the democrats did. hairks we need to focus on masses of people who show up and vote and this is where the gop dropped the ball. this is our message, that's it, ta