 that I think has drawn people in now and made this topic so fascinating. And I have to say, 20 plus years on since when I was looking at it in The Hunt for Zero Point, non-taboo. You know, it is not the taboo subject. It was then 20 plus years ago. So it's made for a really fascinating discourse. And you've made a huge flip into the consciousness topic, haven't you? How'd that happen, Nick?