 You know, so-and-so charged with murder. And they wouldn't read the story or they wouldn't read beyond the first paragraph. But from that point forward, if anybody brought that story up, you'd say, oh, that's the guy who murdered so-and-so. And you'd say, no, he didn't murder anybody. You know, well, no, I saw the headline. And that's all they read. They've understood something that is really...