Well, I think people woke up to that with Bud light, definitely. But that's a real factor, and it works. It worked. And then they also woke up to it with Google. After Google's AI, their stock crashed hard. People were like, what the fuck are you doing? Cause it was so nutty. Like, how could anybody invest in this? Like, let's get out of this now. And what did they lose? How much did Google lose from that? Something like $9 billion.