 because of what these kids are being exposed to, how early they're being exposed to it, how much of it they're exposed to, how often. And so if you listen to the kids, who are not kids now, they're adults, but if you just listen to them, so many of them will say exactly this, I grew up with this, and I wish that I hadn't. You'd be hard-pressed to find someone who's 20 years old right now and is happy