actually healthy for you that doesn't have any detriment for your digestive system or weight gain. things that are good for your body. i think competition is good. that's what gave us smartphones. and at the end of the day, if this product works, it'll work. the consumer will decide and we'll decide what is best for us as a race. >> hamara brought up making a burger that just consisted of what the cow fed on. it's not like people don't have an alternative if they wouldn't like to eat as much meat. they can eat all kinds of vegetable products, a variety of others. is that kind of the bottom line here? people that want to eat meat going to eat meat and you've got the group that's going to go for the things that are really not meat and identify that the moment you see them? >> i don't think we're ever going to get people to stop eating meat.