 Dr. Gounder, let's start with the big picture. Where did this trend of drinking raw milk come from and how has it gotten widespread enough to show up on so many people's social media feeds? Well, I think we've seen this surge in popularity with raw milk connected to the H5N1 bird flu outbreak among cows. And I think whenever you see something new, something where there might potentially be a political angle on it, you're going to see people come up with myths and disinformation around it.