 Are a little more aware of some of it. And therefore, when they talk about it, they talk about it in such a way that a lot of people who aren't paying attention probably don't quite grasp. I'm not saying they're stupid or they're ignorant. I'm just saying if you're a golfer and all you talk about is golf and you start talking about it in front of me, for example, I'm going to look at you like, what? Because I don't play golf and I'm not interested in golf.