 They've done studies where they've hooked people up and it elicits a response, an emotional response regardless. Your heart rate goes up, things like that. Even if you're thinking, yeah, whatever, you're still going to have in the back of your mind, wait a minute, could it be? I better check. And so they elicit that response. And then if they're really, really good, which a lot of these are, they have scripts, they do this all the time, then they keep you on the phone long enough, then it can become...