 literally. I read an interview with a final year medical student who said, the first time I carried a crash bleep, I was more self-aware. I felt older and more responsible than I'd ever felt in a clinical setting. So there's a kind of status thing, but there's also etiquette. You need a method to gather people. You need a method to communicate within the hospital. And some people do that well, and some people do that badly. And that frustration has been mapped onto a particular device.