 Because he doesn't really look back on those things because he's such a positive person. He's not really seeing the negative of stuff. So we had to work together a lot to kind of really dive in and show he wasn't just this person that's always succeeding, but to show moments of doubt and to show moments where he did have setbacks along the way. Last question for you. When he said he worked for Apple, was it through the total overall design or is it something more prosaic like the poo emoji?