 Because the social shame came down on you so hard. And here's the thing about that. We love how that sounds, right? I bet you I have your agreement no matter where you stand on that with what I just said. Ideally, that's what we want. But here's where it gets uncomfortable for us. And here's where we have to drop nursery rhyme conservatism. You know who's in charge of the social shame system? You. Me.