right,erm  so compounding this effect of asset fixity may be erm, the case where a number of similar products, or competing products er, their, their prices fall simultaneously, so if you're, you know, if you're wheat, if you're a cereals farmer in the south east of england, alright, and the prices of wheat, barley, and virtually all, sort of, oil seed rape, anything else that you can use the land for, if they all fall, you know, there's no point in switching production, alright, so you may continue to, to produce, even though the price of the product has fallen, alright, because the prices of all other competing products has fallen.