 Because it's a psychological message, right? And I pointed this out last segment. I was like, if you hear leading cause of death of children, in your mind pops your child either as they are if they're very young or as they were when they were very young. You think of a young child. Somebody says a child. You think of someone who's like under the age of 10, really. We say teenagers, right? They're still children. But there's a very specific mental image that is invoked when you say child, leading cause of death of children.