 I kind of started to notice we would go on a trip, let's say, to Disney. And I would not want to gather any content in Disney just because I want our kids to have fun and enjoy it. But every time that I would just want to take a picture or a video just for memories, I would notice that they would try to put on an act that they would know would resonate with people. And that's when I was like, this needs to stop.