 wrap their heads around that idea. It's strange to us now because I think most of us grow up hearing about extinction in elementary school and hearing perhaps about the Endangered Species Act. It's a familiar, it's a terrible idea and in some ways perhaps still difficult for us to grasp, but it's a familiar word. It's a familiar idea. Back then it was just a strange concept and it was very difficult for people to take seriously, especially when it was happening online.