 But every time you do, there are 10,000 engineers on the other side of the screen working very hard to undermine your self-control. And when you first hear that, it can be like, oh my God, well, we're just trapped in the matrix then. We're just screwed. But the key thing to understand is social media doesn't have to work that way. At the moment, it works on that model. The longer you scroll, the more money they make. But there are other ways it can work, and we can regulate these companies to get to that point. We can, but haven't so far. Let's...