 whether that be music or your clothes or whatever else, and you are appealing to the younger crowds, but also it's a way to kind of look at the older crowds and say, hey, you want to feel a little younger? We have some pants for you, or hey, we have this Botox for you. I'm speaking with Emily Stewart, senior correspondent at Business Insider. The piece is called Millennials Are Losing Their Cool. Explain to, this is important here, how millennials talk, I'm sorry, how marketers talk differently to millennials.