 Um, and one of the things that I, we talked a little bit about was, um, obviously the first thing that I asked you is why are people so sometimes so they don't really, they don't get it or they don't want to do it. What are the, what's their, uh, trepidation, right? And what did you say? Change, change, right? And nobody likes change. And this is huge up here because you really have to change your mindset about how this works. And that's where Monty comes in and you do these, uh,