 quotas don't actually increase profits, then the people in the middle of the IQ curve are trying to say, no, but actually, see, here's why, you know, because at McKinsey, we found the blah, blah, blah, blah, blah. And they have this bogus methodology. And then at the top of the IQ bell curve, you say, yeah, duh. If your goal is to make money,