 as it did for so many other people in 2017 when that New York Times story came out and a lot of people jumped on the bandwagon, which is good. You were already working on this book project before that happened, right? Oh, I sure was, yeah. And I feel it was a gift to be able to have been immersed in the phenomenon years before 2017. So I really got to experience what the world was like and how the