 And we looked at the way that they covered some of the same issues. And a lot of what we were discovering even then after the 2016 election was that even if they were covering what we thought were the same topics or issues, it didn't seem like they were speaking the same language. It didn't seem like they were inhabiting the same reality. And so because of what we were just talking about before the break, confirmation bias, how people seek out information that kind of confirms what they already think or believe, people's aversion to disagreements, stressors, etc., etc.,