It's amazing how insidious some of these things are, andand this work that you've done has really helped to uncover it. A lot of this comes out in various kinds of communications, like written performance a valumationr or even in speeches and all hands meetings and so on. I suggest that leaders have somebody look at their communication plan, look at the each and make sure that there isn't any language in there that might reinforce bioses inadvertently. That's really good advice. And i always sort of suggest is that people, once they've written out whatever their communication is going to be, is pause, go back and look at it,.