 Well, they start to concentrate on that other than what you're, you know. What you have to say. One of the greatest things that I'd ever heard is Coach Andy Rushing, who I play golf with, he's a great man, union baseball coach forever, said he went to a conference one time and this coach came out and he's a really respectable coach, but he came out with home plate, with a chain and home plate on his, wrapped around his neck like a necklace. Okay. And he started talking.