One thing that's like looking at these "identity," "reach," "connections"...... Even just within what I do and what Emily does, I think that we have different identities, and it depends on the reach. I definitely know to talk a certain way or behave a certain way based on if I'm at a market that's really touristy. Or, if I'm at the local market where there's a beer garden, you know I can be a little bit more informal or maybe... The identity is kind of a little bit of a pendulum, based on setting. So maybe setting is a good one. Yeah, setting.