Once you know the better practice is, right? And once you dist like, keep learning. We have an active subscription to deep dive, and then this other one, a very academic one, just to make sure we always get those journals. Always keep acquiring that, like, new insight into how people make decisions. It's almost never going to be what they actually need to hear. Just like mister rogers listened to this child ask this very important question. So we go out, and we have all sorts of things that he do when you cannot get out to your market. Let's say you have to write something right now. You just have to. It's not an ideal