 figuring out how do we get you and your kids to open the app as often as possible and scroll as long as possible. And I remember when the people at the heart of it were explaining this to me, I kept saying, oh, that sounds too simple. It can't be so obvious. And they kept saying to me, look, the head of KFC is, I'm sure, a very nice man or woman, but all he or she cares about in their professional capacity is how often did you go to KFC this week and how big was the bucket you bought, right?