We were trying to address the idea of an over representation of the minority. If you view diversity as a minority issue, then what you're looking at time you see that black personis or are we up to the 14 % b a and me target now? Or whatever it is? Whereas when you fame it as the majority, you don't see it through different eyes. And i haven't really thought of it as being a reaction, but yet, insome ways, it's a reaction to that kind of wiser another black person in my christmas advert,. What make of of the culture war. That's genuinely very surprising, i know. I mean, so much so that we em