But um one thing that I think has really been effective in the sleep space has been this notion of a sleep score where people aspire to get a high sleep score. Um and if they don't they don't see that as a um a disparagement of them but rather that they need to adjust their behavior. So, it's not like, oh, I'm a terrible sleeper and I'll never be a good sleeper. It gives them something to aspire to on a night by basis. >> Yes. >> And I feel like that's been pretty effective.