Your new year's resolution is that it leads toa positive emotion with no cost, right? So if you tell someone, you're like, y i'm giving up alcohol for 20 22, what are they going to do? They're gongto be like, screw you, nube. No, they're gong to say, wow, that must be so hard. That's awesome. I'm so happy for you. And then what happens is your brain is like, oh, cool. Like, if i can get a benefit without a cost, why the hell am i paying a cost if i can just get the benefit by talking the talk? And now we know,