 You referenced the mistrust of information or somebody in your story did. Why is that important here? I mean, I just think the Internet kind of makes all of us a little bit weird. And it also means that the market is a lot more crowded with brands. And it's just kind of harder to know at some point what a brand is trying to signal to you. And we're just on social media more, whereas maybe 40 years ago, 50 years ago,