 So, you know, the series mentions a man named Harry Falber who ended up being the head of licensing at Smith & Wesson. And he came from the ad world. He'd been an ad man in big companies. And when he came to Smith & Wesson, he wanted to test out what kind of advertising seemed to work best for Smith & Wesson. So he took out two ads in guns and ammo, one a kind of more traditional gun ad and one a gun ad for the AR-15 gun.