 What are you doing with your life? And it's like, ah, shut up. You know, we tend to make a lot of excuses for why we are who we are and what we are instead of, like you said, you've got to take ownership and say, this is just the wrong way. I don't care if, you know, ten generations of family have been this way. I've got to break that chain. So, you know, the it factor, I'm curious, why did you call it the it factor?