 To most products, don't know. I first realized this when I was working at a radio station. I was just out of college. I was in New York. I was all excited to be at a radio. And I was, for the first time ever, seeing research, seeing the results of research. It was MAGID, M-A-G-I-D, MAGID Research, in media land at the time considered very big, solid, real research.