 educational entertainment enterprise, you know, talk radio. So I get it. I'm not naive to that. We'll go into it a little later in the show. The overuse of the term, you know, bombshell and all this stuff. I get it. I understand engagement farming and this stuff. Grabbing people's attention is a business. We really sincerely, I mean, this do try to minimize that, but I'm not going to tell you when I guilty of it too. And we feel like we've got a really important story. Why the tee up like that?