Don Norman has been the biggest superhero in your work and why? I really like, again, his sort of approach of it is very scientific. And he's not a designer as in, you know, you're not going to see his work on dribble or something. He kind of explores why, why is that product better than the other? The way that you're interacting with it and the feeling that you get from using it makes the difference whether you choose one over the other.