Ryan Anderson: We've long believed it's the addiction. So what if there's a different route? And so that's where the realm of moral and congruence, which that's kind of a, I would call it an emerging field in this arena in the research. It was born out of a psychologist and a sociologist who were taking some of this recent data that they were starting to see regarding this increase in perceived addiction among people with strong moral convictions like religious individuals.