 Well, I and my staff have been thinking about this for a long, long time. And we have to hit people where they live. And how do you cut through and say, no, this actually matters. Freedom of speech. Usually people only learn it once they've run into that plate glass window. And they're like, ow, that hurt. Everybody else is going, I told you, it's a plate glass window. You don't want to run into it.