I think everyone here agrees with you in regard to the bumps, but I'm going tie this together with your point about small outdoor gear shops. Plattekill and any small outdoor retailer are in very similar positions as small businesses. Do they need to sellout to stay alive? Probably not. However, appealing to a small group of your core audience as Harvey points out, does little for your bottom line. Love it or hate it, doctors, lawyers, city folk whoever "general consumer" is are the ones spending meaningful money on things like skiing and mountain biking right now. They may be a little clueless and new to things that are incredibly familiar to us but these individuals are driving a huge boon in the outdoor world right now. A few of them may even stick around when this whole new normal thing starts. Plattekill and small outdoor retail both exist in spaces ever more controlled by consolidated corporate interests, a phenomena that was accelerated 10X by the pandemic. The dedicated entrepreneurs that care to stay independent will continue to do just that, but things may also start to look a little different as they are forced to adapt to changing realities.