 It's one of those things, because I've worked with people like that, that could take some of the worst written copy, and I think we've all seen it, and make it organic and natural. You want to do it in such a way that you can't tell you're reading. Exactly. When you have copy that's written more by lawyers than ad people, because you have to say certain things certain ways, especially if it's like you mentioned an aspirin or a pharmaceutical, you might have to phrase it a very specific way.