At Curie, we just ran a process of learning everything there is about this. And the way you do it is you go find the people. It's all about the experts. Most people aren't experts. They think they are, but they're not. Or they think they understand something, but actually what they understand is something someone else told them. We did this intuitively at flat iron, meaning I didn't realize I was doing this and so as a result, it was like less effective. The other one with flat iron was we just asked people like, how does it work? And when you got an unsatisfying answer of like how something worked and you said, well,

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