 And I didn't think that was... I thought that was always written by the family. I thought the next of kin... They can be. ...would be like, here's the obituary. It's survived by this person. Like, they're so formulate, whatever. There's a structure to them. Yes. And they don't deviate from that. So I'm curious how you get a creative... How do you get a reward if you're writing an obituary when there's no...