 Yeah, so it's interesting because we live in such an achievement culture that worships at the altar of accomplishment, right? I remember a handful of years ago watching a commercial that stung me so deeply. They're trying to convince the consumer that their cars that they sell are always improving. But in order to sell this line, they talked about the dangers of success and proclaimed that if you think you've done your best, aim higher. You can always be faster, smarter, or stronger.