 Because we were so removed. I had someone on the show some years ago who was by Vocal Distance, really, really good Twitter account. And he's a big fan of Baudrillard, a philosopher and writer, who really advanced this concept of hyper-reality. And the example that Vocal Distance used was a strawberry. And you have a strawberry, and then you decide to make strawberry jam. And then you've got strawberry jam, and you like it so much, you decide to condense that flavor even more, and you make strawberry jam.