 as LGBTQ+. And everybody immediately freaked out because if you hear one in five people say that they're trans or non-binary or gay, I mean, that's a crazy steep departure from where we've been in American history when we used to say that was less than 1% of the population. But interestingly, if you start to peel back the layers a little bit, I don't think the figure is actually that high. I think a lot of it is this media frenzy and this influencer-driven push to normalize and make this cool and