 I'd love to know the history behind the name. I mean, it's no surprise that they've launched this. I mean, it is going to be ultimately just a form of engagement to stoke people into buying more and helping consumers educate themselves a little bit more. So certainly don't blame them for doing it. It seems to be one of those things where large language models, that's a perfect fit. Bill, are you looking forward to a future where you're upsold by an AI chatbot? Listen –