text:  You know, very often people in public health will be very well-intentioned and will propose some intervention and they claim we're seeing amazing results in pilot studies. There's a sense of like, aren't good intentions enough? And I could imagine something being similar with marketing of like, how couldn't this work? This is what generations of ad people have done. But again, this is how science progresses. This is how we make sure we're not wasting resources is we need to rigorously evaluate everything we're doing.