 Now what happens when kids move their social lives onto, let's say, Instagram or Facebook or any of those other platforms? Now you say one false word, you make one mistake. It could blow up to an infinite scale. It could be that everyone at your school is making fun of you. It could even go national. So the mistakes are no longer low cost. Also, when we were hanging out with our friends, joking around, teasing each other, we were playing. We were having fun. We weren't managing our brand.