Sexiness presents itself as a cultural category and behavior that is not morally coded. There's often these stories that you get within the ad world of, oh, this guy, back in the 1920s, he realized that there was, I don't know, you know why orange juice was invented? And they did a whole have a classic advertising campaign in the US that associated orange juice with breakfast as a healthy breakfast. You're going to later, 1799, you can get a cross on some orange juice. That's because this guy in 1925 decided to kind of sigh up everyone into orange juice is legit. Yeah. All right. Now we move to this idea of marriage markets. Okay