 It is, and you have to work. Quadruple is hard to create it because, like you said, that digitization that's taken place. You have to say to yourself, you know what? I'm making a batch of cookies. I'm going to make a second one and bring it to the neighbors too. I'm going to share this with them. You have to make, create these opportunities to share your life with people. It's because it's weird now.