 You have a very proactive idea of, I think, what the story might be able to achieve. Can story change anything? Absolutely. I mean, you know, there's great urgency. We've talked about that quite a lot with climate change, with different things going on in the world right now. But sometimes it feels like not enough to be doing something that's maybe slower. And I think storytelling can be slower, but also very foundational. So you could build a new foundation from that change, but it...