When I've been in places that don't work for me, there is a large impact on my family and friends from my mood. And so therefore understanding what they're seeing where possibly you're in a place of going, oh, I don't know what's happening. Where should I be going? Really gives you some more feedback into this. So we move from understanding what we are and as I said, the bottom up, all of those little elements in the same ways. If I was doing some e-commerce work, I'd be sitting there and having a look as she does sometimes. And then I create a strategy for what that information architecture would look like for a e-