 There were explanations in that series that we did, one of which came from Steve Levitt, which is the people responsible for soliciting the budget for marketing and advertising are the same people responsible for measuring and making claims about the efficacy. Is that the best explanation for why there can be a gap between the two? I think it's one possible explanation. I also think of public health. So a lot of the work I do is in health economics and very often people in public health