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So instead of just looking for an individual product, what I'd like to do for an individual store, what I'd like to do now is lets just think about one product and let's take a cross of a lot of different stores. So, in this case, what we're looking at is here the chain, this was the first plot that I showed you, so if we were to increase Minute Maid by 1 percent we would expect a .4 percent increase in profit. So what's happening here, is let's pull out these different stores. So, you'll notice that there's general common tendency about everything wants to increase, but the point here is that how much to increase differs alot across the stores. And my confidence is dramatically impacted by how strong I'm willing to make my prior assumptions about how common - commonalities there are across the stores. So the point is that in store number 40 I'd want to increase it a lot, in store number 53 I would increase it just a small amount. If I believed that there's a lot of commonalities, depending on what my risk preferences are, I'd -- maybe down at this tail end, just take a small step. If I'm neutral, I might want to go all the way to the mean, if I'm risk seeking, I might move all the way - follow the route into this confidence distribution.