 And they were willing to pay twice as much to hear the song in concert, which is super counterintuitive. And they did the same. They did the same study with massages. Do you want to have the massage from beginning to end? No interruptions. Or do you want to have it with breaks? People want it beginning to end. No interruptions. But in fact, enjoy it more if there are breaks. And there is an economist named Typer Skitovsky who has a quote which really...