When did the archetypes come into play? That's a great question. I was working with this big group of lawyers in Florida. Halfway through the day, one lawyer raised her hand and she said, Hey, Gary, how many wise are there? And that's when I figured it out. There's only nine different wise. The names of the nine wise came from what people were saying. Not my interpretation of what they said, not me vanilla sizing or Gary izing it or whatever. But yes, every patient that came in, if you were sitting next to me on an airplane, you're getting your why discovered. Well, you're get numb in my chair. You