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Apr 4, 2026 33 min

Reese’s heir vs. chocolate skimpflation

from Planet Money

Live event info and tickets here. When ingredient costs skyrocket, companies have three basic options: They can raise their prices (a sort of product-specific inflation), shrink the size of the products (often called “shrinkflation”), or, sometimes, find more creative ways to reduce costs by degrading the quality of their products - which our very own Greg Rosalsky has dubbed as “skimpflation.” The latest alleged culprit? Hershey’s. The Hershey Company is using ingredients in some of their Reese’s candies that — legally — they cannot call milk chocolate or peanut butter. This has infuriated Brad Reese, a grandson of H.B. Reese, the inventor of the Reese’s Peanut Butter Cup. On today’s show, why chocolate makers might be skimping on chocolate and peanut butter, what else might explain these ingredients, and how Brad Reese has launched a skimp-shaming campaign to get Hershey’s to go back to using classic Reese’s ingredients. And – EXCLUSIVE – you’ll hear Planet Money break some big news to third-generation peanut butter cup scion Brad Reese. Pre-order the Planet Money book and get a free gift. / Subscribe to Planet Money+ Listen free: Apple Podcasts, Spotify, the NPR app or anywhere you get podcasts. Facebook / Instagram / TikTok / Our weekly Newsletter. This episode was hosted by Greg Rosalsky and Sarah Gonzalez. It was produced by James Sneed. It was edited by Kenny Malone, fact-checked by Sierra Juarez, and engineered by Cena Loffredo. Alex Goldmark is Planet Money’s executive producer. NPR Privacy Policy

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Reese’s heir vs. chocolate skimpflation

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We flush a lot of things down the toilet. You know, the obvious ones. But drugs like cocaine are also going down the drain, and into our waterways. That's changing the animals that live in it.

It's definitely present in the most ecosystems on Earth now, unfortunately. We've only sort of really started to scratch the surface and dwell it standing. The potential consequences of that. Forget cocaine beer.

Learn about cocaine salmon on Shorwave in the NPR app, or wherever you get your podcasts. This is Planet Money from NPR. Brad would rather be spending his time singing karaoke right now. I do rowing stones, I do the Peshmoad.

I just have fun. Brad is 70, retired in West Palm Beach, Florida. And when we first talked to him, he showed up wearing a bright orange, I guess Hawaiian shirt, but with a bunch of Reese's peanut butter cups all over it. Honestly, pretty snazzy.

I mean, I guess you could call me a big Reese's fan. And it's his love of Reese's that is keeping him from his beloved karaoke right now. Yeah, because a little while ago, he heard that the Hershey company had released a new Reese's chocolate. It was Reese's peanut butter mini-heart unwrapped.

Okay. And of course then I went out and bought one. Botta pouch. Brad opens the bag and pops some mini-hearts in his mouth.

And I took two bites and it was not recognizable. It was just nasty. It was not edible. Brad spits out the mini-hearts and he dumps them in the trash.

But then he's like, wait, what was so off about those chocolate hearts? I retrieved the pouch wrapper and looked carefully at the front and the back. And there was no milk chocolate and there was no real peanut butter. So it wasn't even, I don't know what I, Greg, I have no idea what I was eating or what I was tasting.

Brad is like, what is even in here? No milk chocolate? No peanut butter? In a chocolate Reese's peanut butter cup like product?

I went to the store. And just investigated everything I could. Brad starts scanning the candy aisles, looking at the wrappers of other Reese's and Hershey's products. Are you familiar with the Reese's fast break?

I am. Okay. One of my favorites? No longer milk chocolate.

Wow. The Reese's sticks. Have you had those? I have not had the Reese's.

They're similar to a kick-capped but peanut butter. And those came out in 1998. Very good. I love them.

And it came out as the crisp. You can't resist. That used to be milk chocolate. Again, taken off no milk chocolate.

Yeah. The wrappers on these Reese's candies have changed. They used to say milk chocolate and on some other Reese's candies. They used to say peanut butter.

Now they say something else. Chocolate candy. They replaced milk chocolate with chocolate candy. And they replaced the peanut butter with peanut butter cream.

And these words, chocolate candy, peanut butter, cream, they may sound like the real deal milk chocolate and peanut butter but they are not. It's fake. It's compound coating. It's betrayal.

I felt betrayed. I mean, it's like somebody took a dagger and stabbed it in my heart. It'd be one thing if Brad were just like some random Reese's super fan. But Brad, he's the grandson of HB Reese, the inventor of the Reese's peanut butter cup.

Brad's name is Brad Reese. And then I just said, wait a second. I can do something about this. Hello and welcome to Planet Money.

I'm Greg Rosalsi. And I'm Sarah Gwenzajlis. The Hershey Company is using ingredients in their candies that legally they cannot label milk chocolate or peanut butter. And an heir to a chocolate and peanut butter dynasty is now going after the brand that bears his family name.

Fan the show? Why chocolate makers might be skimping on the chocolate? And the peanut butter. It can be hard to keep up with all the new movies on streaming services.

How do you tell the good ones worth clatching from the bad? Or the silly ones you can laugh along with? Or fat? On NPR's top culture happy hour, we're recommending some fun movies you may have missed.

Listen via the NPR app or wherever you get your podcasts. All right. Obviously we reached out to the Hershey Company to weigh in on the chocolate allegations made by Brad Reese. Angry grandson of the Reese's peanut butter cup inventor.

Hershey's did not give us an interview. But they did tell us via email that their quote iconic Reese's peanut butter cups are quote made the same way they always have been. Which prompted a thorough investigation by Planet Money at various stores. Grettably thorough.

Wow. We have purchased $70 worth of Reese's products. Oh, look at that CVS received cheese. You can just hear it from a mile away.

Honestly Reese's peanut butter cups my number one since maybe I was like four or five years old. I don't even think there's like I can't even think of my number two. Number one chocolate Reese's Reese's Reese's Reese's. This would like rock my world if we're not pronounced Reese's.

You're giving me Brad vibes, Greg. It would be devastating. All right. Where'd we go through this assortment of chocolate that we have assembled here?

Here's what we found. The original Reese's peanut butter cups. As Hershey said, Jews still say that they are made with real milk chocolate and real peanut butter. That formula has not changed.

Same with the mini cups and even some of the Easter related egg shaped ones. They also still say milk chocolate and peanut butter. But on some of the other products that we have here, Brad is right. Those Jews say chocolate candy or peanut butter cream or both.

Yeah, for example, on these mini eggs that are unwrapped. Also a more normal size egg one that is wrapped. Some flat eggs, some chocolate bunnies. On those it is chocolate candy or peanut butter cream.

Brad thinks Hershey's escaping on their ingredients so much that they can't even call their stuff milk chocolate or peanut butter anymore. So they use workaround words. Keywords are chocolate candy, chocolatey, covered in chocolate made with chocolate. If you don't see the words milk chocolate, then it's fake.

Fake is kind of a mean way of saying these candies are using what's known as a chocolate compound. Chocolate compounds use some chocolate ingredients but not enough to legally be called milk chocolate. Similar story with a peanut cream, not enough peanuts to be called peanut butter. And for Brad Reese using fewer peanuts, using fewer chocolate ingredients, this is important.

That is a bit of an understatement. Brad is basically accusing Hershey's of chocolate skimpflation. Skimpflation. This is a term that we had planted on a few years ago.

Oh, Greg, you are a fantastic newsletter writer. You coined this and now the Federal Reserve is saying skimpflation. And, you cannot ever let me go. I'm the skimpflation guy.

I'm the skimpflation guy. You can't skimp on me. Anyway, yeah, so skimpflation, it's a business practice in which companies degrade their goods and services. You know, like skimp on their quality, often in response to inflationary pressures like higher ingredient costs or higher labor costs.

It's a sneaky form of inflation where instead of simply raising prices, companies skimp on the quality of their goods and services. On the quality. Now, for the record, some Reese's products may have always been made with chocolate compound and were never made with real milk chocolate or real peanut butter. But other products do seem to have actually switched ingredients, or some might say skimped on the ingredients.

It's skimplated. And Brad Reese, he's not happy with any of this. He says, Hershey's is degrading his family legacy. Yeah, so to understand where I fit in, okay, my grandfather, H.B.

Reese, was born in 1879. And my father was the youngest of his 16 children. 16? Yes.

So yeah, H.B. Reese, he had a lot of mouths to feed. In 1916, probably amiss the screams of a ton of crying babies. H.B.

Reese read in the newspaper that Milton Hershey, the founder of the Hershey Chocolate Company needed more help on his dairy farms, which supplied milk for his milk chocolate. Brad's grandpa, H.B., got the job. It was the start of a long-term business relationship and friendship between Grandpa Reese and Mr. Hershey.

And then in 1923, H.B. formed his own company, the H.B. Reese Candy Company. He had peanut clusters.

He had caramel. He had coconut. And all the time, there was this chocolate peanut butter product on the market in Pennsylvania. It was a ball.

Peanut butter ball wrapped in chocolate. And H.B. Reese, he has an idea. So what my grandfather did is he put it in a cup.

Oh, it's in a cup now, guys. Innovation. Okay. All right.

It was also, it was one part of the innovation. My grandfather's genius was to perfect the peanut butter. The key has always been the peanut butter. He built the chocolate and peanut butter empire.

In the 50s, he hands control over to his six sons. And in 1963, those sons, they sell to Hershey. Okay. Technically, it's a merger.

Brad's dad and the other siblings get stock and a big payday. I was only seven years old. I didn't even know my family owned a candy company. I thought he worked there like everybody else.

So I had no say, you know, didn't know what that was that transaction was all about. Other than we moved from a normal house into a big mansion. Brad wishes his family never sold the company. I guess stayed in a normal house.

Didn't move to a mansion. Yeah. He wishes he had some control over the Reese's brand, especially right now. After he tasted those Reese's peanut butter mini hearts unwrapped back in February and hated them.

I just had to spit it out. I mean, slap me in the face, wake me up. After first tasting those mini hearts, Brad did what any third generation chocolate royal with no power over the family company because it was sold over a half century ago could do. He wrote an open letter on LinkedIn.

That's why I'm writing to you publicly today. This is Brad reading his open letter. My grandfather, H.B. Reese, who invented Reese's, built Reese's on a simple, enduring architecture.

Milk chocolate plus peanut butter. Brad's basic thing is you're damaging the Reese's brand. But you know, written with the seriousness of the declaration of independence. Not a flavor idea, not a marketing construct, a real tangible product identity that consumers have trusted for a century.

But honestly, can anyone but Brad Reese even really taste the difference between milk chocolate and chocolate candy or peanut butter versus peanut butter cream? Because in response to Brad's open letter, other Reese's descendants wrote their own letter or statement or whatever, the products are fine. Grandpa Reese would be fine with the current Reese's products. I mean, Sarah, it wouldn't be a great American candy company without some family drama.

Little family drama, totally. So yeah, in our continued thorough investigation, hello Pulitzer Committee, we moved to this taste test phase. Should we start with the OG? To set our palette.

Here we go. We begin with the classic Reese's peanut butter cup that is still labeled milk chocolate and peanut butter. Oh my god, how iconic. I love how they have the little wrap around it too.

Like you open it and there's that little film. It's me. It's like unwrapping a gift. Fantastic.

I'm sorry. Like it doesn't get better. So I sometimes nibble at the edges. I just like a little durable.

Just like. Okay, two bites. Two bites and he's done. No, it's got to do two bites.

The classic Reese's peanut butter cup. It's as scrumptious as ever. Now we got to taste the one labeled chocolate candy and peanut butter cream. This is why the investigation really picks up people, okay?

I found Reese's peanut butter mini eggs unwrapped. Do you? You got that? All right, great.

This is the same thing that Brad Reese had that he spit out, except these are the eggs he had the hearts because it was around Valentine's Day. This is a broke Brad Reese's. All right, good. It's a little tiny.

Oh yeah, I see they're unwrapped. Honestly, I'm just going to be honest. It doesn't smell the same. I think it does.

No. Combined it in half or pop it. Yeah, they just pop it in. No.

I'm not joking. No. I'm not just saying this. It's not.

It's not right. I mean, I can get on board with the peanut butter cream, but I give no allowances on the skimping of the chocolate. I like the peanut butter cream. I'm just going to say it.

Do you? It's like saltier? I like O.G. peanut butter.

Call me all-fashioned, but I don't like a mister. What does the cream? What does that mean? Yeah, I feel very passionate about peanut butter.

So I don't want anything skimp, dog. It was a disappointing experience for me. I mean, listen, I love Reese's peanut butter cups as much as the next guy. Well, not as much as Brad.

Not as much as Brad. Yeah, sure. Obviously, I don't think anybody likes it as much as him. But still, it stirred something in me.

Was it Inker? Was it desperation and existential crisis? Or was it yearning? To understand why a storied chocolate company would use less chocolate and peanut butter?

It has to do with the global chocolate supply chain, the shapes our fun chocolate comes in, and the less disowning consumers who somehow may not even notice. That's after the break. Break me off a piece of that. Podcast underwriting.

Oh, bare tone. I like it. You know, I travel a ton, and in my luggage, I always, always, always 100% carry with me Valerona unsweetened cocoa powder. This is Judy Gaines, and honestly, we had to look up Valerona.

I'd never heard of it. And apparently this is like the Gucci or Lamborghini of cocoa powder, because this stuff is like expensive. Super high-end. It's a three kilo box.

You're buying kilos of cocoa powder. And are you like sprinkling it on things? Like what do you do with it? I actually make chocolate with it.

And sometimes it gets nailed by security as to what it is. You're like, I'm a chocolate. I'm a chocolate. I work in chocolate.

It's cocoa powder. I'm like, frisking you. And I just love it because you're a chocolate expert. And that's just like so wonderful.

Judy has a consulting firm that focuses on soft commodities. So sugar, coffee, cocoa, cotton, orange juice. So a hard commodity would be like crude oil, coal, gold, diamonds. Basically hard commodities are mined or drilled.

Soft commodities are typically grown. And Judy, Judy is a soft commodity out, particularly cocoa. Yeah, definitely. Before we get into chocolate economics, cocoa economics, if you will, you got to know how we even get this miracle of nature and human ingenuity we call chocolate.

Chocolate comes from chocolate liqueur. It sounds like something that would give you like a really bad hangover. But it doesn't contain any alcohol. Chocolate liqueur is what you get when you take the cocoa pot, like the whole fruit, take the cocoa beans out from enthalm, roast them, grind them up.

The result is that chocolate liqueur, which is part cocoa butter, part cocoa powder. So it's sort of like having a jar of peanut butter that the oil rises to the top. Judy says that cocoa butter part is kind of essential for the texture and silkiness of chocolate. The cocoa powder, it's more essential for the flavor.

And as we've mentioned, if you want to call something milk chocolate, the Food and Drug Administration does hit mez around. They have strict, strict rules. In milk chocolate, as per the FDA, it has to be in the US, 10% chocolate liqueur. At least 10%.

10%. Let's say together, let's harmonize. At least 10% chocolate liqueur. That little catch on the FDA is that for whatever cocoa butter is in that milk chocolate, it must be 100% cocoa butter.

You can't substitute any vegetable oil or palm oil. It has to be pure cocoa butter, people. I mean, come on. If there's vegetable oil in there.

That's the weak stuff. We don't want that. That's not chocolate. Then it's not chocolate.

That's what we're saying. That's what we're saying. That's what we're saying. That's what we're saying.

We need to go back to the investigation. Cue the sound, James. All right. When you flip over some of these Reese's products that we have in our hands right here, you will see Indian ingredients for sugar, then vegetable oil.

The smoking scinflation gun? Right there. Right in front of our face the whole time, Sarah. Well, hold on.

Because do we know for sure that the motivation here is to scimp? Like could there be other reasons to swap out the ingredients? Because in March, when we first heard from Hershey's, they suggested that their use of chocolate compound and peanut butter cream was not scinflation, that it was innovation, that this was about new shapes and sizes, new products and serving consumer preferences. Yeah, yeah, yeah.

We'll dive into more of that in a second. But I'm just going to say it. Like it's not this consumer's preference. We know, we know, we know.

Okay. We are going to start with the evidence that this is actually scinflation. Okay. Hear me out, guys.

The case for scinflation. Here we go. First of all, for years, big American chocolate companies, including Hershey's, have actually lobbied the federal government to let them switch in vegetable oil for cocoa butter and still call their products Milk Chocolate. The industry is like, please, please, please, you got to help us out.

Any FDA says, no. If you skimp on the cocoa, you cannot call it Milk Chocolate. So why would you skimp? Like surely chocolate makers don't want to have to call their stuff?

Chocolate candy or chocolate compound? So why even do it? Well, to understand that, we need to dive into the global chocolate supply chain. So there's been a dependency on the Ivory Coast and Ghana to supply a mass percent of the world's chocolate.

Yeah, most of the world's cocoa comes from the Ivory Coast and Ghana in West Africa. And a few years ago, there was this funky weather. We're talking long droughts and extreme heat and also excessive rainfall, and that smothered cocoa production. And in April of 2024, the global price of cocoa went cuckoo.

The price of cocoa butter, rather than being $3,000 a ton, went to $25,000 a ton. Holy moly. Yeah. That's a big difference.

Okay. This was record-wise. So the last ton cocoa prices were, I, you know, at like, nosebleed levels, was in 1977. And now you have prices that are triple that level.

And then President Trump also slapped high tariffs on Ghana and the Ivory Coast on top of the already cuckoo for cocoa prices. And Judy says, like, put yourself in the shoes of a chocolate manufacturer here. I mean, it's impossible. Now when ingredient costs go through the roof, companies have three basic options.

They can raise prices, you know, kind of like inflation on a product, but of course consumers do not love it when prices go up. Or they can shrink the amount of stuff they provide in their packages, which is known as shrinkflation. But consumers also don't love it when, you know, the chip bag is now smaller or half empty. Or they can skim on the quality of their product.

What we have planet money, really Greg, our newsletter writer have dubbed skimpflation. Skimping on the ingredients, it's all pretty sneaky. It's all subtle. Some consumers, you know, with less refined chocolate and peanut butter palettes and, you know, you, Sarah or me or Brad Reese, they might not even notice, you know.

And this recent cocoa shortage was so extreme that Judy says chocolate makers, they pulled all the levers. They did raise prices. They did shrink the packaging. And they had a reformulate.

We got skimpflation. We got shrinkflation. We got inflation. They hate us on all fronts.

Which like, okay, understandable. Wait, just right there. Because okay, right? Like, yeah, drought and rainfall, West Africa, production problems with the cocoa, global supply chain and yada, yada, yada, you know, affected chocolate.

What about the peanut butter though? Because peanuts are growing in the United States for the most part. Like, why are they skimping on the peanut butter? Why do we have peanut butter cream right now?

Like, what is the argument for that? Come on. Okay. Okay.

So it's not only about the price. Yeah, it's not just about the price. Judy says maybe they changed the peanut butter so it works with the new chocolate formula. A part that's made with vegetable oil that doesn't have the same texture is they're going to be seepage and, you know, how does it stand up in packaging?

And Hershey's actually told us a version of this too. And this is bringing us to the rest of Hershey's case that this is not skinflation. Okay. They said, quote, different shapes simply require a different recipe to hold their form.

And for labeling purposes, that's referred to as a cream. As a cream, but they did say that even when they create different Reese's shapes and forms that they still start with, quote, fresh ground peanuts, which is an important distinction because to be clear here, peanut butter cream just means that Reese's is using less than 90% peanuts, which is the FDA rule for calling yourself peanut butter. So I don't know. Maybe they're using 80% peanuts or 50% peanuts.

So when we say that they are not using real peanut butter or real milk chocolate, it's not like they're using fake peanuts or fake cocoa. It's more like they're using less peanuts and less cocoa. Hershey's told us as we've grown and expanded the Reese's product line, we make product recipe adjustments that allow us to make new shapes, sizes, and innovations that Reese's fans have come to love and ask for. Yeah.

And Judy says maybe there's a broader business strategy going on here too, okay? Because Reese's consumers aren't all the same. And she says Hershey's is like differentiating their products for different segments of the market. I would say look at designer clothing.

Think of like a luxury clothing brand. They have their hot tour. Their fanciest clothesline. For Reese's?

That's the classic peanut butter cup. Silky, smooth, luxurious. Still, legally milk chocolate and peanut butter. Then they have more like middle of the road clothes.

That are selling mid-market? You know like a Macy's or something? Okay, like mid-market Reese's, that's probably like the Reese's Sticks or something. I mean they're pretty good, but they're kind of just like an imposter kick-cat.

I mean like what are we doing? And then they have offshoots for like the discount stores. Yeah, so if you find out like a Ross. And maybe for Reese's that would be like the mini eggs and wrapped.

And for those eggs Reese's can use the chocolate compounds or the peanut butter cream because there's mini eggs. They're just not for me. The Reese's purist. They're more of like a down market product.

Yeah, Judy says these products may be more meant for kids. And kids, they don't care. I'd like to think my son would notice. I would like to think that we are raising children to notice the difference.

Same. I definitely taste the difference. I'm still trying to get it off my tongue. Alright, so maybe some of this is the result of trying to make new products and shapes for different kinds of consumers.

But if it has been about skimping in response to sky-high cocoa prices, there's a chance that our national skimpy chocolate nightmare might soon be over. Because cost pressures have partly subsided over the last year. In November, the Trump administration, sending affordability concerns, exempted cocoa beans from tariffs. And the production problems in West Africa seem to at least have been partially resolved.

Since its peak in early 2025, the global price of cocoa has fallen more than 60%. So maybe, maybe chocolate companies will go back to the real deal-milk chocolate, right Judy? I'm going to throw something at you, okay? Okay.

In the 80s, the major soft drink manufacturers, co-papsi switched from 100% sugar to high fructose corn syrup. That was in response to high sugar prices. But soda makers, they never looked back. Judy, it sounds like you're saying you don't think these chocolate manufacturers are going to go back to the original milk chocolate formula.

But that's what that example is telling me. Like, some will not. It really depends on the economics and what their sales are. And if consumers are buying it.

Yeah, our consumers buying it. Are they even noticing it? I mean, certainly you would not want someone announcing to the world like, Hey, this isn't real milk chocolate anymore. But that is what Brad Reese is doing.

He has mounted what you might call a skimp shaming campaign against Hershey's. I think I'm having an impact. I really do. They're on notice.

Are they not on notice? Yeah, it seems like they're on notice. This was not on my radar and I actually love Reese's. And now, to be honest now that because of you, when I go to the store, I do look at the ingredients.

Brad's been writing these open letters. He's making media appearances. He's documenting Hershey's ingredients and their changes. And he's been updating his website and is linked in.

But he's hoping his skimp shaming torque and ends soon. So we can go back and enjoy retired life. I can go. I can do my karaoke.

My name is Benny's on the beach. That's what I want to get back to. I don't know where this is going to lead because it is a lot of work. And I'm not against doing a lot of work.

But also, I need to take my naps and I want to have a simple, enjoyable life. But Reese's is no longer the enjoyable part of my life anymore. It's now just, I'll just go out and just be a normal person wearing a normal shirt. And we'll be talking about Reese's.

Brad's hope is that consumers notice the new formula and that they won't settle for skimpy chocolate. And that Hershey's forced to go back. Oh my gosh, I just got an alert Sarah. We're working on the story right now.

This is breaking news for us. What? Hershey, this is from Bloomberg business. Hershey will change the chocolate in a small portion of its Reese's and Hershey's products.

The latest twist in a squabble over its ingredients initiated by a grandson of the Reese's peanut butter cup creator. Brad did it? Brad did it. Okay, so let's put a pin in whether Brad did it or not.

But yeah, Hershey's announced it will stop using chocolate compound coating in all of its products. The moment the news broke, we of course call the Bradaries. I have some news. What news?

What are you talking about? What's going on? Brad was out on the town. We were talking to him on the phone on speaker and he had not yet heard the news.

I already got my computer to sleep. Yeah, so I'm out partying right now. So yeah, this is today. This just came out.

The company said this is Hershey's. It will swap out a chocolate compound coating as part of a return to using quote classic milk and dark chocolate recipes and quote in all Reese's and Hershey's products by 2027. Wait a second, two giving themselves two years? Wait a second, are you not happy Brad?

I mean, come on, the brand will be ruined by that. We did tell Hershey's that this recent ingredient change by them seemed like a pretty big contradiction to what they told us before that the compound stuff and the cream stuff was all about innovation that consumers love. They suggested it was not a contradiction. They said quote, as consumer preferences continue to change about ingredients and tastes, we continue to evolve to meet these needs.

Now as to whether Brad caused this to happen in the Bloomberg article, it does seem that Hershey, that says the Hershey chief executive officer Kirk Tanner said he made the decision to change the ingredients shortly after he took the role last summer and well before Bradaries aired his complaints. So I don't think. Oh, that's hilarious. Okay.

All right. Wait, where are you? Johnny Browns and Del Wrigley. Are you singing karaoke?

Well, no, that's later tonight, 10, or if at nine o'clock. What are you going to say? I'll probably be singing my life by Willie Nelson. You want to give us a little?

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