 It's exactly the same as having a conversation with someone who's so far down that path. Telling people what the facts are as a way of countering is never going to work, even if you're in that really, really upstream, early prevention work. And so what we've done is tapped into the universal desire not to be manipulated. Nobody wants to be manipulated, right? And once you realize you have been manipulated, there's a whole set of feelings of shame associated with that.