 And this got Cauley to wondering what else he could learn by looking at data from restaurant chains. And so starting from that and thinking about like, well, when would there be cases where people would be potentially attracted to or deterred from patronizing specific restaurant chains? The realization of, oh my gosh, that Jared Fogle scandal that occurred at Subway is definitely something to look at. Do you remember where you were and or what you felt when you first heard the news about the Jared Fogle scandal?