 the message would resonate. And we started seeing students rescind their banking consulting offers and going into the submission-oriented space. And that was really the impetus. And, you know, during that time was also on the board at LMI. And we had affected a transaction, essentially, which enabled us to kind of create the Noble Reach Foundation. And a lot of what we're doing now is putting to work some of the ideas that we talk about in the book.