Oprah was extremely influential at that time. People are getting this news from more than just Oprah. It's not like Oprah went out on a limb with this segment, right? There's also the defense calls various other economists who say that like prices of beef had actually been falling for a while. And cattle prices were down for 11 weeks. So somehow they have to prove that Oprah's show was like so powerful that people stopped eating beef for three months.