 the most important factor in dealing with a crisis. And I say that for a couple of reasons. One, I've always been of the strong belief that, you know, that people give benefit of the doubt to those organizations or those institutions in which they place their trust. And so in the event of a crisis, if somebody trusts your company, if somebody trusts the institution that you work for, they're more likely to give you the benefit of the doubt. And we actually know