 success in how people negotiate. It's not as fun. It's not as sexy. It's not as exciting as the car wreck. We're a nation of rubberneckers. It's just human nature. But how do we sell the success of it? How do we market that? How do we promote that? Hey, this worked not only today, but this is bringing you value tomorrow and down the road. I think we're all right now caught up in short term, short money wins.