 So there's the peer pressure. There's a stigma attached to it. And part of our job as an organization is to find ways to break down that stigma, to find ways to engage people in the conversation, and to take advantage of these opportunities that you give us to have this platform to have these conversations. Particularly, just one last thing, I'll shut up, is in the demographic currently that you're serving, Al, in rural communities. Yeah, and...