I think part of the revolution in design or user experience is to break away from the, like the practice of the field of study and bring it back to users. I love that new insight to be able to craft these characters and create a relationship without actual people using objects. And there's so many things to take away from that. There's just the being willing to take risks and being willing to tell really great stories which connect with people and draw people in. That sounds like user experience to me.