 I don't know. That's a tough one. Danger, right? Danger. High danger. We know what danger is. All of us are aware of it. What we don't know is that you've been given this thing in your hand and we're trying to help educate you to the danger. There were times when people said, well, cocaine's not a danger. It's not a problem at all. I think everybody... Well, give it a little time and now we have the time. Yeah. And social media and some of these other things, we now know...