You want to sell stuff, but you also want to teach people stuff in the process and you could just use brand marketing, all the... Unfortunately all the human brainpower that's gone into how to sell people, stuff you could use all of that knowledge, and apply it to science communication in a commercial setting. And I think that exists. So there's a part of me that wants to push back a little bit and just say, "Hey, like guys, we could discuss this all right now." And try to figure it out, but I don't want to reinvent the wheel because I know that wheel is really smoothly grease then is running all the time, all around us to try and sell us stuff. So, why don't we bring in those people, if that is really our primary goal to sell stuff. And in that process, teach people something, because that's what advertising has been doing since mad men era. And we should probably just hop on that commercial bandwagon if we really want to do this well, and not in a way that's, I don't use the word amateur, but when we do that and we don't acknowledge that that expertise already exists in the world,