i believe very deeply that if you can get to revealed preferences over state id and often falsified preferences, that is a date set that's going to be really interesting. So one of the things that i am personally interested in is a lot of people say, well, yo, we want socially responsible portfolios,. And then everybody owns ultria, exactly. Because what happens? They look at returns and they're like, i used to joke about this when i started out o'shaughnessy capital, back when i was 27, 28. I came up with to eat, drink and be merry, for to morrow you die portfolio, which ed in pharmaceutical alcohol makers, casket