I've always looked at the negative side of emotion because that's what i have consistently seen happen. But listening to you, you seem to be focusing more on no, no, o. Let's look at it from the point of view of the consumer. I don't think there's value in the bad sid of emotion. And one of the things with wayfair tit's done very well for me. Everybody thought it was kind of nuts to buy it, even at 30 dollars back then. It's at a hundred and five to day. That can be something that can impair a lot of value.