But - also - my wife and I opened a restaurant recently. We need exposure. We are buying ad space on social media, having influencers review the place, working on putting up fliers at public bulletin boards, and investigating mailers (snail mail). It's clear, we're not going to make a go of it without connecting with more customers. If it was just me and her working it, we'd be in the green but we have day jobs and pay our (necessary) employees fairly.