 You have to respond with your emotions. You don't have an option to respond cognitively. And that's the secret sauce here. By doing that, we're able to get people to respond with their gut. And it's something that's simply not available. When you introduce people with words and scales, numbers, you know, how much do you agree with, you're forcing them to think cognitively. And that's exactly what we don't want to do. It's interesting, obviously, when I think about words.