The idea of humans wanting more, i mean, it's the nature of us, is that get as much as you can. And so now we live in this time of abundance, and people are always pointing this out,. But to me, the complicating factor isn't sort of like they've made us want more than we want. They're just tapping into this kind of natural way that we are. If i could have a billion dollars to run my own brand campaign, the one i would be interested in was, things you already own, enjoy them to day.