We have become used to this idea that our phones are a constant companion, that we look at them all the time. That actually is not a true storyline. This notion that we need to look at our phones all the time was not a sort of emergent phenomenon. It wasn't just our natural reaction to this technology. And so I make that point to say you can get a lot of value out of this technology without having to have this model of cost to companionship. But I keep hammering hope that point would have been on the road recently as well.