Exactly. Average sale prices don't mean a lot to me except when looking at year to year trends, whereas looking at reasons why the public don't purchase custom framing is more relevant, and something I can actually consider making changes with regard do. Independent frame shop market share figures are disappointing, but again, not something I can make a dent in. What is the response of our organization to these figures? Suggestions on thier part? A call to action? A marketing plan?