 As an internist I always see patients who delay colorectal cancer screening, who don't show up to the colonoscopy. I mean the good news is we have a lot more tests nowadays for colorectal screening but even in mography we see people miss their screening intervals. We see people not really understanding what the screening recommendations are and all doctors aren't good about keeping people informed and you and I first met around the concept of CT screening, low-dose CT screening, for lung cancer. How many people aren't getting screened? The overwhelming majority aren't. So how do we empower people with good credible information that allows them to take some ownership of their health? Where I see also people not showing up and I talk about it in the book is the fear of finding out. You don't want to know. You feel a lump and I've seen plenty of patients over the years who feel a lump and it was a year ago and you think how could it have taken you so long to come in? I never say that but I think that and you know as you start to have an understanding with your patient that it's often they don't they didn't want to know, they didn't want to have it impact their lives and unfortunately delaying diagnosis delays treatment and that can have a significant impact on morbidity and mortality.