 I like to think of authentic marketing as making friends at scale. They have certain words that come out of like the hunting world or something. Like you're trying to bait and trip wire and catch a prey. And what are you then the predator or they come out of the war metaphors? That's not how we want to relate to our ideal client or customer. Do we? I like to think of authentic marketing as making friends at scale. And so it's like, Helen, if I'm trying to be your friend, do I have a designed funnel for you, Helen? To say, well, Helen's got to do this with me first and then she'll do this with me. And then I'm going to try to persuade her to do that. How does that feel to you as a friend, Helen? Not great, George.