I could absolutely imagine companies where sales is the starting gun, not the finish line, and everything that happens after the starting gun is owned by success, and that the success team -- maybe it should be called something different than success in this case -- becomes incredibly central to how accounts grow and how they expand over time.
Within that overarching context, I think about this market as progressing in waves. We're on the tail end of wave one—wave one being this big resurgence, rebranding, or emergence of plant proteins.