 All this fake stuff that's going on around us and it consumes our lives and we're giving away our happiness for someone else's purpose. And I think you make a great point about that getting numb because it's like we talked about in the first segment. Whenever you start, you know, seeking out more sensationalized news or sensationalized content and whatever it may be, whether it's TV, media, music, to get that extra little ooh, ooh, ooh, you know, something's new here.