 And it's also about building trust. So a good company is one that employees and other partners, other business partners, but also the public can trust. And you don't want to be the CEO of a company whose employees, for instance, are ashamed of saying that they work for your company and they don't trust you. And whose customers say like, yeah, I'm here because I'm trapped. But like the moment I get an alternative, so kind of, kind of,