Fascinating that a lot of these addictive products, particularly social media is really the product that's really important. It's user generated that variable reward is people that we have some sort of relationship with. I think Facebook has done really well at kind of bringing in a lot ofThese hooks into their products. But I think about the finite variability. We can't turn our heads the other way. With great power comes great responsibility. Right? And it's a nice tie-in to the show too. A Spider-Man quote, right? Yeah. You're saying that building habit, because we know building habit forming products can be a superpower as one of your blog readers commented. If