They advertise in the kinds of publications and on the kinds of broadcasts that are read and heard by health and environment-conscious folks WHO DON'T EAT AT MCDONALDS OR TACO BELL. When will you guys get it? That's why this company is going to be huge. People eat at Chipotle who NEVER eat fastfood. It is a big, loyal base of customers to whom it is immaterial whether a burrito costs $5 or $8.