 For me, it's a total reality. It's something I've been living for many, many years. And I find it to be much easier than people think. It's not so much of a mystery. For me, it's very simple. It's just thinking about the consequences of your actions. You know, when you purchase something, what is it made out of? What's it going to end up? You know, where is it going to end up? Is it going to biodegrade in the landfill or is it...