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I went and met with one of my buddies who owns a series of nutrition supplement stores, and he was just like 'I don't know. I don't have words, you know, he says, I have a four-month-old daughter. What am I bringing her up into?' you know, and there's a numbness, stunned shock. And to be very candid with you, these people did not see it coming. I didn't see it coming.