19 Hidden Ways Companies Tricked Their Customers
In economics, the term shrinkflation could be characterized as a process in which a product shrinks in size or quantity or even gets its quality lowered, while the price of that product remains the same. In other words, it's making a certain product cost more without changing its actual price. Sounds unfair? Well, it does for a lot of people. Despite that, various well-known food and beverage companies have been using this strategy for years.
The trickiest thing about this practice is that the change is usually barely noticeable, so only the most attentive customers tend to notice it. And in the long run, even the smallest change ends up saving the company millions of dollars.
Without further ado, Bored Panda invites you to look through a few examples of products that at some point were affected by shrinkflation.
This post may include affiliate links.
Last year, someone on Reddit noticed how a "Bigger Bag, More To Share" pack of Doritos actually had the same amount of chips as the regular size pack. "More air to share," someone joked in the comments.
This is actual false advertising because they made a pretty concrete claim by using the words "more to share".
Cant really say if they did make customers pay more cause these are two different flavors. Maybe the green bag use to contain less than the yellow one. Yes it could be ripping customers off, but this photo does not prove it.
Why am I downvoted for this? If you think differently, please inform me.
Load More Replies...From what I remember of these when working in retail - the ones labelled as bigger were labelled as bigger than the smaller share bags (which are ~250g). These two types of bags are not ever placed next to each other in planograms, and the one labelled bigger is usually cheaper than the non labelled larger bag.
when I see cons in the supermarket I move the items next to each other for everyone to see the difference.
Load More Replies...It may just be me, who isn’t super big on Doritos, but YELLOW AND GREEN BAGS?! I’ve never seen those colors before... but it’s probably just me.
In 2016, fans of Pringles started noticing how their beloved chips are now smaller. In addition, some noticed that the tube itself also shrunk, making it harder for some people to reach in. Despite that, the price stayed the same. “Is this Pringles can getting smaller or my arm getting fatter?” a consumer went on Twitter to express their concern. The company explained that the reason behind these changes was that manufacturing shifted from the USA to Malaysia. “The equipment we use in Malaysia is a bit different to our sister factory in the US … you’ll notice that both the chip and the can are a little smaller to fit with the production facility,” the company explained.
But what about the weight per package? No information on that here. Nobody cares the chips/crisps get smaller if there are more in there and the weight stays the same...
Right? This is comparing apples to oranges essentially if we don't know if the net weight or price changed as well...
Load More Replies...You can not say they made customers pay more, cause we can not see how many chips are in a can. Yes it could be ripping customers off, but this photo does not prove it.
Pretty sure these are the 'malaysian' pringles they sell to the Australian market. The US still gets US pringles. As someone who has lived in the US and Australia, they are different-- the packs are smaller, the chips are a different texture and they definitely charge the same as before for a smaller and inferior product.
Load More Replies...This is fine when the weights/volumes are shown. It was good when they started putting £/gm or £/litre on labels so you can at least compare like for like. But we all know that Wagon Wheels and Curly Wurlies are a tiny fraction of the size they used to be.
Many products have shrunk and price remains the same or slightly higher, i.e chocolate bars The shifting production to Malaysia from USA is a sad excuse for companies taking employment outside of the U.S.A. or Canada to satisfy their shareholders enjoy higher profits. Bet workers in Malaysia are not making half the salary the U.S. workers did, Shame on those companies..
Back in 2016, Toblerone announced they were altering the iconic design of their UK bars by adding bigger gaps between the mounds, which meant that the bars were about to have 10% less chocolate for the same price. Apparently, the unfortunate change was due to an increase in the price of the ingredients. People weren't too happy about it, to say the least.
Two years later, the company decided to bring back the original shape. Sadly, the price of the bar had to be raised as well.
"People weren't too happy" ? And what exactly do people expect, to have the same price for ever? Prices need to change for various reasons, either up or down. But keeping everything constant except the people that are working to produce that chocolate, the price needs to hike a little every now and then to accommodate the salary increase for the employees, be it as little as to keep up with the inflation. I don't think people would like to work for 10 years without a salary increase, even if they were doing the same job.
Toblerone changed the design back to the original after people complained.
Our local Pound shop has an own brand version that is just as nice.
And someone just learned about supply, demand, and elasticity in ECON 101.
I swear the toblerone I have in the fridge has the huge gaps and is not the original shape. I bought it a week ago. (I only have a little chocolate now and then xP) so in the UK they certainly haven't changed back...
Some shops might have old stock. My sister bought me some chocolates once that were clearly ancient.
Load More Replies...For a long time, the clear glass cookware brand Pyrex was known for making fireproof glassware. Ironically, a few years ago, the pans started exploding when they got too hot. Apparently, the manufacturer switched to a cheaper ingredient that strengthened the glass against being dropped but weakened it against thermal shock.
a couple years ago on a holiday my mom made a sweet potato pie and right after it was taken out of the oven it exploded next to me nobody was hurt thank god
Load More Replies...PYREX (capitals) is borosilicate glass, pyrex (lowercase) is soda lime glass. They are made by different companies and licensed by different companies. Please look out for the difference.
Btw, Gizmodo had a good write up of the whole situation last year: https://gizmodo.com/the-pyrex-glass-controversy-that-just-wont-die-1833040962
Load More Replies...For reference, the borosilicate glass is the one on the right- that is "real" Pyrex. The one on the left with the green-blue color is just tempered soda-lime...in other words heat treated, "regular" glass. If you have one of the ones on the left, you should not use it with heat at all.
I've actually read about this one on numerous occasions. It's supported both by anecdotal evidence as well documented changes in the production process (very to to the negative). It's a damn shame, and certainly the entry here that deserves the most publicity (as other's have noted it is indeed an actual safety hazard, particularly considering the brand reputation).
A Pyrex bowl exploded in my lap when I placed hot popcorn in it from the bag. Did not microwave the bowl, only used it as the container afterward. I will never trust a Pyrex product again.
The company changed hands in 1998. Don't buy anything produced after that year.
According to Metro, last year, a man named William Knight happened across a "vintage" 1996 Mars bar in the bottom of an old box in his loft. After measuring the old bar against a modern-day one, the man was surprised how much bigger the "vintage" one was. Despite that, the price of the bar has more than doubled since then.
Here in the UK the government is trying to make us healthier by reducing the size of chocolate bars and other 'empty calorie snacks'. Made me wonder why they assume a person would not just eat more of the smaller items? Messing with sizing isn't going to stop the obesity epidemic... not the right approach imho. Helping people make healthier choices would be a better idea- then, ultimately it is up to the individual.
Well, I'm not going to tell you what a Mars or Snickers cost in 1963. You'd cry me a river and I can't stand that.
The bar is even smaller i DK. Here he bar is only 40-42 g. as the "normal" size.
Who are all these people that expect prices and sizes to remain the same forever? Are you also upset that a starter home is no longer $6,000?
Throughout the years, a Double Stuf Oreo pack has changed from being 16.6 oz to 15.35 oz and is still being sold for the same price.
I see the “always made with real cocoa” has been removed in the newer packs...
This is with everything. My old recipe books calle for "16 oz can" of tomatoes or condensed milk or chicken stock. All the cans are now 15 or 14.5 uz.
i never trust anything that has a decimal in the size/weight (they did that to juices also)
The HUMANITY! They trimmed a pound bag by a little over an ounce! Over SEVEN percent! Congressional investigations must be held. Perpetually offended, I'm guessing?
For quite a while now, the length of toilet paper rolls has been shrinking. Apparently, once upon a time, the standard size of a toilet paper roll was 4.5 inches by 4.5 inches. Fast forward to now, most rolls are a half-inch shorter than they used to be. Despite that, consumers are still paying the same price.
Look at it this way- 1)you probably consume tp on the basis of length not square area and 2) the paper company can get more rolls out of the same raw materials. The environment wins.
Regardless, the cost should be shrinking as well as the toilet paper..
Load More Replies...And if everyone would switch to water, it wouldn't matter what size the rolls are. Also no need to hoard when the next wave comes.
i did notice that the tubes were smaller, and there's more room on the tp holder
Don't get me discussing the terrible loo paper offered today..let alone the super fall to bits soft half length rolls and pointless embossing to sell to whom? The fancy loo people? All goes down the same holes!
Many well-known chocolate bars have been shrunken down over time, but their prices haven't changed. For instance, a Twix bar is now about 14% smaller than it was back in the day. Apparently, in 2012 Mars, Inc. (who make Twix) announced a 250 calorie cap on all single-serve chocolate bars, and because of that, many of their products have been downsized.
If Im honest I dont think this is a bad thing cause 250 kcal already is a lot for just 1 snack.
Capping calories is fine. Charging the same price for less, not so much.
Load More Replies...Downsizing of product has always been a way for manufacturers to keep prices level. In an age of epidemic obesity, when it comes to junk food, it is actually a good thing for us to be consuming less empty calories.
A 12oz Pepsi can has one serving per container. A 20oz bottle of Pepsi has 2.5 servings per container.
Something'S gotta give - either the price or the size of the product. I think shrinking the size is the healthier option.
Ok if sold as a fixed calorie product, then it should be priced accordingly, not the same as the larger original sizes.
"250 calorie cap on all single-serve chocolate bars, and because of that, many of their products have been downsized." They should downsize the price too then.
I think that should be up to the consumer, don't you? Yes, a Quarter Pounder with Cheese has a bazillion calories but that's MY problem, not McDonalds. If you disagree, DON'T F*****G BUY ONE.
Customers have been noticing that throughout the years many cereal brands have been reducing the amount of cereal they’re selling in a box while keeping the price the same. Many brands have been making the boxes thinner, so from first sight, it appears to be the same size as it used to be.
It's actually kind of a miracle that they can use thinner cardboard and film liner. When I was working servicing cereal manufacturers the machines used to make the package "bag in box" were not capable of using thinner materials. The cereal guys are saving significant money with reducing thickness and it's mean less consumption and waste of trees and plastics.
But this isn't about using thinner materials. It's about making the box thinner,so it looks the same from the front and customers don't notice directly that there's less content
Load More Replies...Yes and the thinner the box the thinner the packaging so now when you pick up a box it squishes or bends & creases. Same with crappy aluminum beverage cans >:(
Check the weights of all products you buy regularly...plus the packaging..all that air inside. Yes they are offering less product and more air too for same or more costs.
I'm a cookie monster. Here in metric Canada, I've watch my favorites go from 900g to 750, 600, 500, 450, 400, 350, 300, 275g over the last 10 years, while prices have tripled. Sigh, So blue.
bigger issue here: how are cereal makers still not putting the cereal in a reseal-able bag! So tired of trying to use clips, roll the bag, bulky plastic containers...Now I just dump the cereal into ziplock bags. So more non recyclable plastics being used.
Cereal is insanely priced. My two youngest boys are 11 and 13, so I know. I finally started buying the big bags. only a dollar or two more but has like 4x the cereal. And generic tastes fine.
This is a good thing since most "cereals" are use sugar as the main ingredient. Sure there is "grain" in there, but it is just binder for the sugar. Truth is you get the same nutritional value from 10-20 grams of sugar or corn syrup stirred into a glass of milk to wash down a multivitamin.
Turns out, some bags of Lay’s potato chips contain fewer chips than others. Lay’s regular "Family Size" packs are 10 oz., but the company’s bags of flavored chips are 9.5 oz, yet both sell for the same price. According to the Associated Press, the difference is equivalent to approximately 5-6 chips.
It's because the flavour will be more expensive to make. Note how it's original that is bigger
Load More Replies...Presumably some flavourings cost more to add. It's probably easier to sell slightly different weights for one price than to have slightly different prices for identical weight bags... (An alternative would of course be to sell all of them at the slightly higher price and make a larger profit...)
The company wants to sell the products at the same price. They adjusted the amount of chips (seasoned cost more make) to equal the same price.
It's not like they have more ingredients and flavourings tat cost more to add. If they were the same weight but the flavoured ones cost more due to the extra cost of the base product, I expect there would be grr about that too.
Well! 5 or 6 chips in thousands of bags sold.....................something to think about.
As you may know, a standard US pint is 16 oz. Apparently, some bars in US practice “short pouring” their customers by using glasses that are only 14 oz. Since these glasses are the same size as the real ones, though, most customers tend to not notice it. These glasses are usually called “falsies” or “cheater pints.”
Short pouring is illegal. Most of a bars profit comes from beer sales. Once word got around that they were doing this, they would lose all their customers.
Incorrect, there is a much higher markup in liquor than beer.
Load More Replies...I like the glassware in Europe (Germany, at least) that has a fill line and the capacity marked near the rim. If I'm not mistaken, it's required by law.
It's illegal in Germany. You have to state how much a glass holds in your menue and there has to be a fill line on the glass. Short pouring can cost you your license.
Since their GNP is ALL ABOUT THE BEER!!!!! LOL #HalfGermanOverHere
Load More Replies...In the UK you can not sell a pint/half pint in a glass that hasn't been measured and stamped (etched) by government Trading Standards Office)
Turns out, some brands replace cotton in their "tissue tees" with cheaper and much thinner synthetic fabric. Because of that, these t-shirts appear almost see-through.
I HATE these! Then when you finally find a 100% cotton tee, they often use short staple cotton which is crap. Long-staple cotton frays less, pills less and wrinkles less than short staple. You can feel the difference as well - long staple feels smooth and short staple feels somewhat rough. This is also why high count thread sheets are not necessarily better than lower count - it depends on what type of cotton they use.
yup. same as trying to buy good sheets "like grandmas". so hard to find long staple cotton percale without having to sell of an organ to pay for it!
Load More Replies...I detest those synthetic non cotton products, they do not breathe, they crunch up wear badly and so thin almost see through lighter colours They are also hot to wear
YES ive been buying so many cool shirts and after washing them for about 4 times then i cant wear them becuase then they are see through like wtf happened
I always bought Hanes undies and tees for me and my boys, but the last 5 years they have totally destroyed my confidence in their products.
Back in 2017, consumers started noticing that the size of family-size cartons of Tropicana downsized by almost 9 percent. Despite the change, the price remained the same.
Companies know that price increases cause people not to buy. When the cost to make the product goes up, they downsize the container to be able to sell at the same price.
I wonder how often the factor "Greed" plays a role in the decisions to tamper with the weight or the packaging of products.
Load More Replies...I NEVER pay full whack for Tropicana juice... most I pay for a carton is £2.-/1.4L (our fridges are smaller here, so I don't mind a shorter pack).
Some brands change the original product label to Concentrated and then dilute the original while labelling it Regular. I know this for a fact.
A month ago, a user on Reddit shared how they've noticed that Hefty bag cartons went from containing 90 bags to containing 80. Despite that, the price stayed exactly the same.
Yes--everything costs more. Consumers notice when a price goes up. They don't necessarily check other parts of the label. We need to become more intelligent shoppers. And we need to understand that the price of everything goes up.
This seems to be the most used practice now, to reduce the size of weight of packaged products and hope the buyers don't notice the changes.We do.
I noticed this on a store shelf recently. I couldn't imagine why the count difference.
Again, don't buy them. Let us know how that works out for you. Personally, I am grateful they make many products available at all.
The problem is they own money and the costumers loss. We have same salary (actually less salary , less hours because Covit19)
At the beginning of this year, someone on Reddit noticed that Powerade was also affected by shrinkflation. Apparently, the original 32 oz bottles were downsized to 28 oz, but the price remained exactly the same.
I don't know what those drinks contain, but by the color of them, it's got to be something radioactive...
This is the only thing that hubby will drink during the summer other than water and his beloved beer. Since I do the shopping, I was extremely pissed to see that I was paying the same price for a smaller bottle of Powerade!
People DO noticechanges in sizes and weights, but still forced to pay if they want the products
In 2014, Coca-Cola reduced the size of their large bottle from 2 liters to 1.75 liters. However, the price remained the same.
Speaking of coke I was selling soda at school and I ran out after 32 cans snd made 32 bucks and this Sneedy jerk went up to buy one but I informed him it was sold out he ran to the teachers I was selling COKE but forgot to include it was soda they thought it was COCAINE shortly after that I had to serve 3 weeks in In-School suspension it's now on the police record so YAY( sarcasm)
What a load of bs. Schools report in-school suspensions for inclusion in police records now? Somebody saw you coming from a long way off.
Load More Replies...Actually, the price went up. A bottle of Coke cost about $2.30-something.
BS, I am a teacher and we don't do that. It would be checked and then forgotten because it was soda. Also, if they thought you were selling drugs, it would have totally been turned over to the police and you would not have had in school suspension. You would have be out of school, an explusion hearing and then expelled from the school district. You would then have been sent to a corrections school for youth offenders, but like I said, BS because you were selling soda.
Cadbury announced that by the end of 2021, they're going to reduce the calorie count of bars that are sold in multipacks. According to BBC, the four-packs packs of these popular sweets are about to contain no more than 200 calories each. "We must play our part in tackling obesity and are committed to doing so without compromising on consumer choice," said Louise Stigant, UK managing director at Mondelez International, according to BBC. However, they're not planning on changing the price.
Just causes people to eat an extra one - hence, calorie intake goes up higher!
It also makes the consumer have to buy new ones faster.
Load More Replies...And so, a person who has a sugar craving will just eat two bars instead... and not be concerned with the cost.
For Cadbury read America, changed so much has this chocolate in the short time the Americans have had it.
"We must play our part in tackling obesity and are committed to doing so without compromising on consumer choice," So basically, I just have to buy more than one package. Got it. How are you "tackling obesity" by forcing us to purchase more of your product? I mean, you can't exactly STOP me from eating 1100 calories if I so choose, now can you?
Cadbury's is now American owned, the change to palm oil finished me off. What would the original Mr Cadbury say to this American trashing?
Good marketing...they are still very high in calories pro rata and one could choose better options for the same amount of calories anyhow
There's Cadbury with Oreos?! I normally only eat Whittakers choc nowadays but omg I would love to try that
A few years ago, the New York-based yogurt company Chobani decided to downsize some of its yogurts from 6 oz to 5.3 oz. Despite that, the price of the yogurt hadn’t changed. Customers weren’t too happy about it. The company explained that the change was to improve consistency with its newly launched products as well as competitors who favored the 5.3-ounce pots, so it could be easier for consumers to compare nutritionals.
It's easy to compare nutritionals if there is a standard measure (here in the UK it's per 100 ml or 100g and there per volume of the actual container; e.g. 4.5g sugar per 100ml or 22.5g per 500mL/whole bottle).
Blah, blah, blah, benefit consumers, blah, blah, blah. Translated: we saw an opportunity to sell less product and still make more money.
This isn't even real yogurt. The product and 95% (at least) of it's competitors are actually selling you a "yogurt added gelatin food product". They actually have to add pure cultures of the necessary bacteria to make it legally "yogurt". Truth is in America at least. most folks don't even know what 100% real yogurt tastes like. Think of this junk as "dairy candy".
Greek yogurt? Made in the USA? By a Turkish owned company? Something smells here.
Last year, bottles of Heinz Salad Cream shrunk by approximately 9 percent, and the product became more expensive.
Pretty common in the UK, it's similar but not the same as mayonnaise. I personally hate both.
Load More Replies...It's really not, it's better tasting than mayo IME
Load More Replies...Flip me, all these people who've never had it declaring what it is. First off all, it's nothing like Mayo or Miracle Whip. It has the consistency of Ketchup. It's runny. Is also tart. And its usually mixed WITH mayo to make a dressing for potato salad or mayo and ketchup to make a Marie Rose for prawn cocktail. It is not a vinaigrette. It's very much its own thing. Is made using far more vinegar than oil and usually has mustard powder in it and other spices. Is also less than half fat of Mayo.
Salad cream is popular here in the UK but also in my homeland (The Netherlands where it's called "slasaus" translated as lettuce sauce; salad dressing is "sladressing' or "salade dressing"). I wasn't introduced to salad dressing until I ended up in Canada in my youth...
I don't see a problem here. As long as the product is properly labeled, the consumer has the final say on whether or not to make the purchase. Is there some rule that says that the size of a given product can never change?
Seriously, if you were a shareholder of any of these companies, you'd want the sizes to reduce even more. A business isn't a charity. It has to make profits, more and more profits. Otherwise is should just close down. Think of it another way. Would you like to go a decade without raises?
What the heck is Salad cream? I live in CA and never heard of it. Is it like Miracle Whip?
The price of everything goes up. Production and manufacturing prices go up and companies cant just keep the prices the same forever. None of us like it, but it is the way it goes. It only really pisses me off when things say "now larger" when they are actually giving you less, like the doritos. It is straight up lying and creating more waste and more pollution. Just raise the price or reduce the amount. Plus, it is probably better for all of us if candy bars are getting smaller! :'D
My father use to pay 5 cents for a candy bar and I demand the same treatment 60 years later! How dare they raise their prices so they can afford to pay their employees. Sickens me you hear, sickens.
Load More Replies...Ice cream in Canada. Started out 2 L, then 1.89 L, now 1.66 L. Same price of course.
I just checked in my freezer, Coaticook chocolate ice cream is 2 L.
Load More Replies...Just give us the same amount and raise the price! Nobody expects prices to stay the same forever. We do expect that companies refrain from attempting to deceive us.
This has actually been shown through market research to lower consumer loyalty and sharply drop sales.
Load More Replies...1. no one should expect the price of nearly everything to remain the same price forever. prices increase. 2. I think shoppers have noticed the sizes changing. we are not stupid.
Mad Magazine, in the 50's had an "article" showing how things will change. The one I remember the best, was a Hershey chocolate candy bar that, then, came in a little dark brown tray, wrapped in white paper and then wrapped around with the Iconic brown Hershey paper. It showed that now [then] the chocolate bar would fill the tray, then later, the article said, that the tray would stay the same size, the price would stay the same size, but the bar would be about 25% smaller and would continue until you got one square of chocolate and the same size tray and wrapper.
Standardization would help with all these issues, but the government has to enact it :)
I have another one! KitKat Chunky. Those were sooo good fifteen years ago, I was addicted to the white ones... I can't recall any numbers anymore (I did, though, I actually compared them a couple of years ago), but the bottomline is that you used to get a pack of four that was about 250 grams together, and now you get a pack of five that is just 235 grams together. That number is probably wrong, but you get the idea. Where did that thick, massive layer of chocolate go!? Really, now it's just a wafer, with a thin chocolate layer. I hardly ever buy them anymore, when I do, it's just for nostalgia's sake.
We consistently demand higher wages and low prices; the only way to satisfy this is by downsizing and cheaper ingredients. How else do we think manufacturers are going to accomplish this?
The most obvious of all is a POUND of coffee. Can't believe that isn't here. If you get 12 oz in your pound bag or can now you're doing well.
The price of everything goes up. Production and manufacturing prices go up and companies cant just keep the prices the same forever. None of us like it, but it is the way it goes. It only really pisses me off when things say "now larger" when they are actually giving you less, like the doritos. It is straight up lying and creating more waste and more pollution. Just raise the price or reduce the amount. Plus, it is probably better for all of us if candy bars are getting smaller! :'D
My father use to pay 5 cents for a candy bar and I demand the same treatment 60 years later! How dare they raise their prices so they can afford to pay their employees. Sickens me you hear, sickens.
Load More Replies...Ice cream in Canada. Started out 2 L, then 1.89 L, now 1.66 L. Same price of course.
I just checked in my freezer, Coaticook chocolate ice cream is 2 L.
Load More Replies...Just give us the same amount and raise the price! Nobody expects prices to stay the same forever. We do expect that companies refrain from attempting to deceive us.
This has actually been shown through market research to lower consumer loyalty and sharply drop sales.
Load More Replies...1. no one should expect the price of nearly everything to remain the same price forever. prices increase. 2. I think shoppers have noticed the sizes changing. we are not stupid.
Mad Magazine, in the 50's had an "article" showing how things will change. The one I remember the best, was a Hershey chocolate candy bar that, then, came in a little dark brown tray, wrapped in white paper and then wrapped around with the Iconic brown Hershey paper. It showed that now [then] the chocolate bar would fill the tray, then later, the article said, that the tray would stay the same size, the price would stay the same size, but the bar would be about 25% smaller and would continue until you got one square of chocolate and the same size tray and wrapper.
Standardization would help with all these issues, but the government has to enact it :)
I have another one! KitKat Chunky. Those were sooo good fifteen years ago, I was addicted to the white ones... I can't recall any numbers anymore (I did, though, I actually compared them a couple of years ago), but the bottomline is that you used to get a pack of four that was about 250 grams together, and now you get a pack of five that is just 235 grams together. That number is probably wrong, but you get the idea. Where did that thick, massive layer of chocolate go!? Really, now it's just a wafer, with a thin chocolate layer. I hardly ever buy them anymore, when I do, it's just for nostalgia's sake.
We consistently demand higher wages and low prices; the only way to satisfy this is by downsizing and cheaper ingredients. How else do we think manufacturers are going to accomplish this?
The most obvious of all is a POUND of coffee. Can't believe that isn't here. If you get 12 oz in your pound bag or can now you're doing well.
