 And culture is so powerful. You look at just, like, mass media culture, movies and TV and social media. Those are telling a story, you know, telling some stories. But there are so many more stories, as we all know, because there are stories that aren't being told. I don't know. Can I just talk about this archive event that we're doing? No, no, keep talking. Keep talking. Well, I mean, it's related to that. It's like...