 We had a lot of conversations with people. We started asking some questions. And if, we'll just apologize, if you were uncomfortable in a conversation you had with us early on because we were talking about things that were a little more personal than you expected, I apologize. But we asked some questions of those people. What do you know about palliative care? And most people said, man, I don't know anything about that word. I don't know even how to spell it.