Gas is pretty much a parity product. But it’s not viewed that way. I know this first hand. I pumped gas in high school. We were the most expensive station in town and I took abuse from every single customer and yet they would not go across the street to any of the other cheaper stations. My first experience with brand loyalty. So working on the 76 and later the ConocoPhillips brands, we knew that showing life’s small moments measured in miles would separate us from the other brands that just touted their additives. And then the client reminded us that they weren't just gas, but they were Quality PROClean gasoline.