 And interestingly enough, everything has dovetailed beautifully in terms of the environmental piece. Three years ago, May 7th, 2012, we watched this film called Forks Over Knives. And it completely switched the way we think about how we're eating, about the environment. And that piece has... That's taken over. I mean, plant-based eating has revolutionized our whole household, our whole view of ourselves. It was the first thing that actually gave me hope about rescuing the biosphere and preventing runaway greenhouse warming. Because I didn't see a government that's been hijacked by the coal and oil and gas industry reacting quickly enough. I didn't see the populace who are being fed so much disinformation from rising up and forcing change from policy makers soon enough. And all of a sudden I realized, here's a handy thermostat that we can just turn it all down with. If things get bad enough and people realize it, they can literally make change immediately. This carbon dioxide coming out of tailpipes is something that's going to be around for hundreds of years. It's got a half-life, active half-life of 100 years. Methane, only 12 years. And methane is a big component of agricultural greenhouse gases. So methane has a big warming effect. Some people say 25 times, some people say 75 times as CO2 depending on how you parse the timeline. But you can switch it off in 12 years. So that's pretty amazing.