 Because they're in the pain. And that question, to me, that's the hardest one of all. And I went pretty deeply into that one. What about the scientific side of it? Because for a lot of folks, there's almost like that curse of knowledge. It's like I know so much and I rely so much on logic and these other sides of things that for a lot of people it just doesn't feel, it just feels more like a fairy tale than like. Well, it does feel like a fairy tale if we've been told fairy tales.