 with somebody with a kind of Morgan Freeman voice saying, we're working hard to help the world work hard, or something like that. That was the way all the companies were advertised. And then come 2000, and you've got the real beginnings of concern about, I mean, not the beginnings of concern about global warming, but more and more of that. And I think at this stage, the only oil company that acknowledged that global warming was a real thing was BP.