 And Alan, I think a lot of people, when they think of the concept, if they even do that, think of the concept of retirement and financial planning, they might think that you or another advisor, a certified financial planner, may be just pushing them into purchasing a product that might be good for them. But you take this approach of raising the bar and expecting more. And how is that a better approach than just, you know, they think that you're going to meet and you're going to try to sell them something, that what you do is better?