 How do we keep, and Wills, let's toss this one to you. How do we keep culture interesting to the employees? Because it sounds like if you repeat it too much, if it becomes too much of a mantra, it becomes something like, and I hesitate to use this example, but people can stand up and say the Pledge of Allegiance and not think about it at all. They just know it and say it. It's like some of the prayers I was taught in Catholic school. You could just require it and you would compete over who could say them quickest.