The fresh start effect is a phenomenon where at the beginning of sort of a new chapter in your life, you are more motivated and likely to make a change. It was very exciting at the time to have hot off the presses research coming out of your lad actually applied to a problem that we are trying to solve in the government. i think they're freeing in a way. They free us from the baggage that we had before. But they can also be freeing psychologically, because we feel like you're a new person. You can take on a new identity. Whatever wasn't working before, whatever ambition you failed to have before, you could shed that and say, ok, now i can do