Like I said to the child comment, I think we are aligned on value, I included subjective and emotional needs on this. I do think this distinction makes sense because the more something has value for you, the less elastic your personal price-demand curve becomes. And certain things we all have a demand-floor. And that's kind of the difference between price and value right? Value is the thing that's stays valuable and desirable even if it's not priced and can't be exchanged