 It's a great life if you don't weaken. Yes. All right. So here's the thing. Around 1914, actually in 1914, this catchphrase exploded, exploded in the English-speaking world on both sides of the Atlantic. Just blammo. We're talking wartime. I don't know where it came from. I have some ideas, and I'll express those in a minute. But in 1914, everyone...