 As a result, says Gales, people get the wrong idea about beef and sustainability. Their perception on cattle and agriculture in general is usually whatever they read in the Wall Street Journal. And just sitting around and chatting, well, what do you do? And, you know, they look at me like, you know, you've got horns growing out of your head and, you know, beef is bad. But when you do start chatting with them, it's how they upload their information, what they consider true information.