Yeah, pretty much. He's leveraging his celebrity to sell over priced food relative to its quality (it's not bad per-se, but not worth the money) and if he can s

Yeah, pretty much. He's leveraging his celebrity to sell over priced food relative to its quality (it's not bad per-se, but not worth the money) and if he can sell it before credibility is ruined and growth stops, he'll make a lot of money. Did that make it easier for you to understand?