you're not going to try to get some chateau lafeat on this? >> no. these are very, very generic, big brand labels, things that cost 8 to $15 a bottle you can pretty much buy in the rest of the country in a grocery store or in a pharmacy. >> so it's like you go to the grocery store, picking up a nice steak or good fish, going to grill, i have to get some wine. is that's who it's targeted? >> it is. it really is. it's supposed to be convenient but unfortunately, it is -- there's so much big brother layers to this, that it really is not convenient at all. >> okay. >> yeah. >> you anticipated my next question. the big brother nature of it, i know there are some people that are enjoying this because of the convenience, it's one-stop shopping in places that previously they couldn't get wine to buy. but there are others who say this is a good deal because of the convenience. the big brother facet is that going to keep this from expa expanding beyond this test phase? >> it's a significant problem