The Placebo Effect and How to Overcome It

I'm just curious have you, have you guys thought at all about like the placebo effecting and how to overcome that. Adoption of any new technology is really tough, right, and adoption of a technology that is literally invisible to the human eye has its own set of challenges. I would suggest though that if you take a pill for something that is also invisible to you whether it works or not. And so this benefit gap we can only really get around and help to explain in users by being very rigorous and a documentary about the science and the case studies and how it works. It's been a major discussion point for us as we try to understand how users get their benefits from it.