 The simplest thing is it's probably something that is counterintuitive. It's not what you expect. It's something that maybe seems to have some slightly bigger resonance, but it doesn't have to. How much do you care about a sort of news peg if you sent yourself something in February that was on a topic like transportation safety and then that year there happened to be a bunch of bridges collapse? I assume you tend to gravitate toward the peggy things?