when you're looking specifically when you're going to a market, sometimes you're looking for one thing. I'm going to the market to find some leggings. But, then if go and see some science-y leggings, then maybe that could be a point for me to learn. But again, I think you have to have both that time to have that human engagement so that we can then build that connection for people to then have that emotional connection to actually want to actually buy it. So to be able to want to buy something, there needs to be some type of emotional connection towards it. And then Science Engagement can build to that emotional engagement because you could be like, "This is a cool thing because of x, y, and z." But it then takes time,