So we're so conditioned to be early adopters, be the first to do something, get in front of it before it becomes a trend. So as long as they keep throwing things out there, people will continue to try to be the first, even if it doesn't make sense for their personal development or ecosystem of which they're building their brand. It's crazy. I'm kind of over it, honestly. I love social media in a way, but then another way I totally do not connect with it.