 Because people get in the wrong way. People have been conditioned to believe certain things throughout their life, okay? Can't do this, can't do that, shouldn't do this, shouldn't do that. And so if you're conditioned, just like Pavlov's dog was conditioned to do a certain thing to get a reward, well, we're conditioned as human beings to do certain things to get a quote-unquote reward. Whether that's right or wrong, it doesn't really matter. The fact remains is that...