Somebody might understand why I studied conversion in marketing. Let me tell you why, because there is no other marketing. I want to say it again. There is no other marketing. Marketing is designed to influence a decision. That's a conversion. If it doesn't influence a decision, even if you're a giant brand and you do move, when Exxon spilled oil, their marketing had conversions too. Big institutional campaigns designed to change the way you think about Exxon after the spill. Even brand campaigns that do nothing but build campaign, you know, brand awareness, they should be impacting people's conclusions, or they are just feel good nonsense and waste of your energy.