 affiliated with this brand did something horrible, I would think that that would outweigh my decision about what I want to eat for lunch today, but it doesn't. So what's the takeaway in that regard for you? So you're right, like people's habits around food are strong. It's really hard to change people's behavior. We know that from a lot of different studies, but there's a lot of other research that does document that people do respond to negative information about firms when it's relevant to the product. For example, when there was...