 Yeah. And I started to see drinking as almost something that was quite... When people reach for a drink at a party, for example, it's a sign that they are looking to connect, that they're looking to let down their guard, that they're looking to enjoy the socializing that's happening there. And when people reach for a drink, that's another way of saying like, I want to be in this moment with you and turn off the part of my brain that is worrying or self-conscious and