The incremental atom to produce here costs less than the incremental atom right over here. The slope has gone up. And it might make sense. Maybe I'm using some raw material out there in the world, and as I use more and more of it, it becomes more and more scarce, and so the market price of it goes up and up and up. But you might say, well, why do I even care about the rate at which my costs are increasing, the rate at which my costs are increasing on the margin, which is why this is called marginal cost. Well, the reason why you care about it is you might be trying to figure out when do I stop producing? Let's say this is orange juice.