 But when you're online and you're always thinking, should I post this? Should I like this? What should I say? It's not what you really feel. It's what will people think if I do this versus that? And so we're turning our 11 year olds into brand managers. And again, that's just a twisted way to develop. It's interfering with normal human development. And you know what I think too is people like I'll compete. You want me to compete? I'll compete. But I'd rather not even go into the social media world. But if I have to, I'll do it. But I'm only not going to do it if I know I'm not missing out.