 And it's apparently espousing the virtues of waking up at a certain time every morning. And it has a cult following, this approach. Christine, what time would the alarm clock be going off if you join this cult? So, yes, it is not a cult. It's a following that I think you and I, Guy, as besties, should do together where we start getting up at 5 a.m. It's the 5 a.m. club. No.