 They see because they see it. And I say, well, why don't you get off? And they say, well, I have to be on if everyone else is. I have to keep up because people are talking about the latest TikTok thing. I have to be in the know. So it's a collective action problem. One reason I'm so optimistic is that Gen Z is really savvy about this. They're not in denial. They're not fighting us. They're actually beginning to organize. There's Design It For Us. There's a whole bunch of...