 I mean, of course, and also we have the Huxley in control of the desire machines that keep us addicted to these social media algorithms and so on. I mean, we've really created a perfect stew here for us to cook ourselves in, right? It's not like we're in a great place, but this is why I want to go back to the significance of critical media literacy education and what we do so much of our work around is this kind of pedagogy is that –