 I use it. My colleagues use it that understand health. We don't want tooth decay. We don't want gingivitis. We don't want periodontal disease. We don't want bad breath, and we don't want all the toxins that are in the prototypical toothpaste. I don't care which one you name, Crest, Colgate, TheraBrand. It doesn't matter. You look at the ingredient list, and so many of those four-, five-, six-syllable words, you can't pronounce them. You know they're not right.