James, you wrote an article i'd like to talk about a little bit. And the title is, why facts don't change our minds. I came across this idea at some point. It's very likely that people will believe things that are not factually true if they are still socially accurate or socially true. There's an element of this that you could say aliance directly with incentives. Essential the incentive to be accepted by the people around you, or the incentive to keep your job, is higher than the incentive to just be true for the sake of being true.