We like to have models, right? Because otherwise you have to think about everything from first principle. So there's a affinity with the idea of a model, and then there's social adoption. If everybody else is doing it, if that becomes the standard, i might as well adopt the one that's being used most. I think those two things cause people to feel a certain level of concern, anxiousness,. outright fear, when they have to do something other than the existing model.