 particularly in the late 20th century, evolved away from selling you what the product did. And it became much more about by buying this product, I'm going to be a certain type of person. I'm going to be a certain kind of beautiful person or cool person or active person, right? So what you had happen is, again, in the last decade, suddenly brand identity and lifestyle became also a way to signal your political identity. This like politicized everything. That was a new thing.