i like to argue, with no facts whatever, that our brain is probably designed for listening to stories. And pattern seeking really is a story telling s a form er. It's trying to make cohesive coherence gives me coul make coherent. I your mind a set of events that may or may not go together. When they do, though, it becomes much, as you say, much easir to remember. And it's work compelling. A lot of the new products that are basically internet marketed are stories about the founders,. and in their narrative of how they got interested in changing business. i find that fascinating. You know, millennials in particular, and i'm certainly not one either