 Well, my big hope, my big gotcha really is that they flip those two words. And what does that mean in reality? In terms of sort of operationally. So if you stop saying it is and you start asking is it, what does that mean that you do? Well, it means when you're sitting in front of your television and you're watching a news story and you're hearing how it's presented, that you start to take a look deeper at that and say what's really going on.