Yeah, I think at the moment, there's been such a polarization on all kinds of issues. And, and there are a number of groups who have chosen to oppose the beef industry, because it doesn't fit with their vision of how the world should function. But the simple fact is, you're right, there's probably more land under the management, you know, people producing beef than any other individual commodity. And I don't have any facts to back that up. But it just feels logically correct, because by its nature, grazing is an extensive operation, not an intensive one. So we tend to use the most marginal areas. And those areas are large, because they can't produce much and they can't produce crops. So you know, there's a simplistic idea that if everybody stopped eating meat, they could eat more crops, we don't have more land to produce crops, except in areas which are biodiversity hotspots like the Amazon anyway. So sure, you could grow more soy in the Amazon, but I'm pretty sure that nobody wants us to do that. So to provide food from these vast acreages of grasslands range, Hansen savannas, yeah, we have to use ruminants. So that is something that's kind of commonly glossed over. And that's you find out having access to beef producers, and all of that land means you can also have impacts on how that land is managed, if you choose to do so. And at the moment that there's this oppositional attitude that we need to either control or tell people to stop doing things. I don't think that works for a number of people. Isn't, firstly, it's private land for the most part. And, you know, people will continue to do what's viable on that land. But secondly, you will get much more positive engagement if you incentivize the behavior that you want to see. So I really think that there needs to be a shift from this oppositional attitude towards a more cooperative one, what, you guys have got this resource, which we think is important to the world, how do we work with you so that we're all getting the best out of it?