 So I'm going to bring in Carol right now, who's been sitting here patiently listening to you and me chatting away. Carol, so tell me, when Shin came and said, OK, I have this story, what was your reaction? We didn't know this happened. We were really all shocked by these images. But through his research, we realized that it's a global problem. So we decided like, OK, why don't we do this story to be global?