 to make sure that people were motivated in the same way. So that's how it got started. Back in 2014. Thank you. So when we're talking about comedy, one of the things a lot of people don't realize is that we're narrative shifting. We're trying to educate people. What doesn't work is, hey, did you know blah, blah, blah. Actual studies show that the finger wagging doesn't work. Now, I will confess, I enjoy finger wagging.