 Yeah, Matthew, that's a really good point. It's the type of thing where cultures are, they are viral, good and bad. And when we see good cultural behaviors, we have a tendency to want to emulate those. And to the degree that the person is actually providing it, that they have a certain level of influence, the more people are actually going to emulate that behavior. And so I like the fact that you're mentioning that this doesn't just stop with you. It usually extends beyond that. It's a good point.