Do you know the bottomless bowl study? I don't know. So they did this thing. He has this like lab now that hasa n cameras and two way mirrors, and it's all these ways like surveiling the way that people eat  and why they eat differently. The other big study that comes out in two thousand five is the popcorn study. This is one where people are going to a movie, and sort of at the door, he tells them, like, you've been entered into a drawing something,. We're giving everybody free popcorn to night. Two people apparently asked for their money back. And theyl like, gethe popcorns free. Like,