 Say a little bit more about this, and I'd love to hear you talk as much as you want about how firms will often tell a story that sounds believable, sounds appealing, but is kind of free of empiricism. Yeah, so the fact that we can't reject the null hypothesis that this had no impact, like there's no detectable impact of this information on people's purchases or patronage of Subway, does make you question, well, wait a second, how could this be true when...