Episov: Take the example of nick again. If say hypothetically, nick took a sabaticl for three years, came back from that sabaticl even though he was a marketing expert before, his believeability would have gone down a little bit over those three years. And so by focusing on these three criteria, you're going to be able to gather what opinions are most believable and what opinions are not. To apply a process to turn it from overwhelming to productive is superimportant.