 That's it. That's all they care about. In the same way, all these companies care about is how good did we get at undermining your attention and hoovering up as much of it as we can. And as my friend Tristan Harris says, you know, you can try having self-control, but every time you do, there are 10,000 engineers on the other side of the screen working very hard to undermine your self-control. And when you first...