 A lot of what's happened in the last few years, particularly when it comes to Russian campaigns, let's say, is a lot of trial and error, right? So I think they've realized that putting the effort into building a full persona probably isn't entirely necessary because you're looking to do a few things, right? You're looking to gain the algorithm, potentially. So particularly if you're employing hashtags, right, you're trying to boost the hashtag higher up so more people see it. But you're also trying to give people a false sense of either validity of their own opinions or potential...