We're going to go through it genius by genius and say, a person with that letter, with that genius, what is it that they crave more than anything else? And this is going to be our best attempt at that, but we're going to talk about it now. So Tracy, you had a novel idea that we should start, I don't know, at the beginning. There's a song from the sound of music that does that, right? Start at the very beginning. It's a very fine place to start. My wife loves to sound.