 I kind of started to notice we would go on a trip, let's say to like Disney. And I would not want to gather any content in Disney just because like I want our kids to have fun and enjoy it. But every time that I would just want to like take a picture or a video just for like memories, I would notice that they would try to like put on an act that they would know would like resonate with people. And that's when I was like, this needs to stop.