 And there's just layers and layers and layers of the meanings that go into it. You could go on endless with how many meanings they embed into those types of things. Now you know why I asked Gary Wayne to come on today. I love it. The other thing I wanted to talk about, so thank you for that. That was a whole lot of insight. I love it. The other thing I wanted to talk about was two different ads. Number one, you saw a Pfizer ad as it was sort of talking through the voices of history. And then it mentioned that its next fight is going to be cancer for everybody.