ol' skippy. (laughter) but let me ask you something. yeah, sure. that delicious, why haven't anybody else harvested this, uh, fish out of the sea? it's very labor intensive. it's taken us a long time and it's cost us a lot of money. what's the process of catching them? they don't bite on a hook, and they live in caves of the reef. of the reefs, yeah. so you can't net them. so they're only speared. and we deal with, uh, mexican spearing cooperatives. how can you scale it if you have to spear each one of 'em? there's a surprising number of, uh, spear fishing cooperatives in the caribbean. so how does the cost of the fish per pound compare to other fish, like sea bass or trout or whatever? it would comparable to probably sea bass, grouper, uh, snapper. so there's not really a cost element here? so you've really gotta like the taste and be willing to choose it and possibly be willing to choose your dinner based off of some ecological factors? that and the taste. i mean... how does the consumer know they should eat this? well, that's been a challenge, b