 Let me throw a thought out to you. I read something in another place this past week, and it resonated with me so well. I said, ah, that's a great way of explaining this. And the whole idea was something like the creation of the Gun Violence Archive, which was entirely an outgrowth of the gun ban industry. They said we need to frighten people more. We had to jack up our numbers and scare people about gun violence. But this piece that I read, they said, look,