We really, truly are brothers from different mothers. Did you read malcolm gladwell's book on that? No, i didn't know he wrote one. He looks specifically at the amanda knox thing. And then bernes, who was basically the founder of modern public relations. Well, that's why zoon was so slow to take off, which was everybody else was holding physical meetings. It was as simple as that. Because you can't get ten people to change their minds simultaneously unless you have a pandemic or a major transport strike,. precisely. You're defaulting to truth, and it ends up in a very bad situation.