The ice affect thing is enormous. So much of what yu're talking about is counter and to because it seems li it plugs in so well, like you were saying, and to our innate propensities, right? If i remember correctly. Another thing about that was the that' you have to have an egg to make a to make cake, right? Because it feels better to make a cake if you havet to pull a lever into itt. And some people, almost every one o emaled, has at least demailed me back to say, no, thankyou which, for some reason, is validating.