 And say it specifically and accurately and not use hyperbole and not use imagery to manipulate people emotionally and rather convince them intellectually. Now, that doesn't get ratings on cable news channels. It doesn't get ratings on radio stations. It doesn't get ratings and it doesn't get eyeballs on social media. Right. So that's that's kind of it's not the visceral thing that we've all the trap we've all fallen into. So what do we do to take the temperature down? It's an open question.