And so to your point is,

we should be thinking about that in that because because the human emotion attached to the engagement is the

stain that we'd have in the outside world. Yeah.

Yeah. I think that's right. And I mean, going back to your Starbucks example, I sort of, I sort of disagree a little bit is, you know, if you're gonna, if you're gonna do personalization, then get it right. You know, yeah, get the, you know, for me, always get my backup, because, you know, we talked about this before, you know, name for an annotation is so important, you know, or understanding who you are and the fact that it's a, it's an important part of you. It was great when you've got a barista who knows you and you know, you have that conversation, but can I just call you John? We're gonna have problems. And so there's, you know, there's, if you're gonna do it, do it right and be conscientious about what you're doing. Yes. Yeah.

I mean, I think, I, so what's interesting for me is I still believe that Starbucks have factored in that screw up factor and are prepared to run that risk. But I agree with you entirely. The basic principle should be let's get this thing right. And I think in a compliance context, that's, that's particularly important because at least I'm going into a coffee shop voluntarily buying a coffee. So there's an element that I want to be here and I want the end product. Whereas if I'm being sent a, you know, like compliance email or requiring on training, like that is not something where I'm gonna go, yay, I can't wait, like coffee. I've got it to get coffee because I'm a bit dry and I want my coffee. Then as opposed to, oh God, I've got an email here. And so I think the, the, the sort of the mindset that you're approaching the exercise in, if something is being forced on you, yes, it incumbent on the people forcing on you, if they want your, if they don't care, you know, I talk a lot about visa processes. Countries don't need to make visa processes that friendly, if there is enough demand for people to go there. So I always used to find the, you know, the process to get into the US where they used to ask me about where you involved in Nazi Germany. And are you coming here with the, are you coming here with the objective of committing crime and they used to ask about things like moral turpitude. I've no idea what moral turpitude is, but I kind of know what the right answer. Now they can get away with that because I want to go to the US. And so they can afford to piss me off, right? It's, it's, it's, it's, that have no choice in that matter. But if you look at a compliance content, yeah, sure, employees needs to do these things. Otherwise, ultimately they will get fired. But if you want them to do it to a particular standard or to take the exercise seriously or to pay attention, then we need to be thinking in those terms. You're right. And that's when the misspelling your name or saying, dear employee, right, is not going to get people to go, oh, this is going to be really relevant to me. It's going to go to the bottom of the lit, to do this, but it's also going to go to the bottom of the attention pile where it does get the top of it to do this.

Yeah.