 And what it's doing is it's democratizing financial information, and it's also really shaping investing behavior. Now, many of these people are not regulated professionals, but that doesn't mean that they can't impart some knowledge. So I think if you're just learning what a treasury note is from someone on TikTok, great. That information is helpful. And then if you take that information and go to someone who's regulated and who might not be influenced by a sponsorship deal on Instagram...