text:  But the idea of it is to demystify those bits about death that are so mystifying and to talk about those things that in our culture we don't talk about, but we all have to deal with. And to address your point, just the basic business of death, right? The whole idea of selling you a box. When my mom passed, we had ashes, right? So we just wanted the cheapest thing to put it in, and we have our own business.