 Right. In order to create a connection with people, in order to even open up the door, you've got to make that emotional appeal. And so, Theo, first of all, I'm glad that you recognize this. And this is something that as a radio host, I've constantly tried to walk this line. There are certain times where I feel like it's just too much. Right. There's just too much that's going on. And I don't feel that it is necessary to get into these emotional battles. But part of it.