 So this and this is this is amazing when you start become cognitively aware of this. Yes. I go to the market now and I pick something up like the yogurt. And how many of these things do I have to look at before I find it's in everything? That's very intentional. What do you mean by that when you say it's intentional? Well, it lights your brain up. So it lights up the hormone dopamine, which is your pleasure hormone.