so even when we publish a cookbook, we're not, you know, i'm not trying to compete with clarkson potter. i can't compete and clarkson pod, but we're trying to find people whose voices are not being particularly. well represented by commercial publishing or they're saying something about the region that maybe we can uniquely amplify. so there's always sort of that that angle to it and that that's consistent whether it's a monograph and a you know in a humanities field or whether it's a you know, a trade book for a trade yeah, i really like the the point you're making about not not trying to compete with someone like clarkson potter who's a massive and you know, great cookbook publisher, but finding a way that you're doing. i mean, it's a niche you're doing something different. you have the potential to do something different and it's not about either or but it's about finding a way maybe where there's space for something like a up to flourish and that does not mean clarkson potter has to fold up shop, but that the two can you know steven i think he used the word ecosystem before the ther

even when we publish a cookbook -- we are not trying to compete with clarkson potter. we are trying to find people whose voices aren't being represented by commercial publishing. or a voice in the region that we are trying to modify. there is always that angle to it. that's consistent whether it is a monograph or a trade book for a trade audience. >> yeah. i really like the point you are making about not -- not trying to compete with someone like clarkson potter who is a massive and great cookbook publisher, but finding a way that you are doing -- it is a niche. you are doing something different -- you have the potential to do something different. and it's not about either or, but it's about finding a way, maybe, where there is space for something like a u.p. to flourish. and that does not mean clarkson potter has to fold up shop, but that the two can -- steven, i think you used the word, ecosystem before. there can be a complex ecosystem of publishers. anyone else on what university presses can do to fill niches or craft or carve their own niches? if not, i have got o