It’s inevitable. We begin a discussion with a keen hockey dad or mom and they quickly default to the price. Why? Because they understand price. They can compare price points as cost per square foot or whatever metric that make sense for them. We see it as our job to educate them on the various options available. A lot of companies only have a single option that they try to make fit for every application. Our approach is that we want to engage in a discussion about your application. We want to know about who the primary users will be, how old are they, what size are you thinking, and where is...