 It's not a trope in this case. It's true. The majority of people out there are not as knee-deep in politics as you are. It's not a reflection on their intelligence, their level of interest. A lot of folks just, they're tied up at work. They're not going to read a white paper. Give me the skinny. What does candidate A stand for versus candidate B? They're going to see the snapshot. They're going to see the soundbite.