Yeah, so it just becomes a cultural value, how to, and I think it's all doable, it's just takes, you know, kind of the right breakthrough, the persistence, you know, different strategies to bring it into the culture. So, and one part of that is to have a clear definition of what we're talking about, right? It's like, you know, where it's like, some flight and I had posted two videos of like, these sort of cartoon, you know, these animations. One was on active listening. And the other one is on the importance of, of empathy. And it's just like, an easy narrative, fun, entertaining, I have like that, one, the importance of empathy as 10 million views, right. So having some definitions that are clear and easy, you know, and the differentiation so that when somebody like Paul Bloom says, I'm against empathy. So that's, that's over here. That's what he's talking about. Something that just the average person can say, Oh, I see what he's talking about. That's not even what we call empathy. So that to bring it into the culture, we need, like clear definitions, you know, understanding of what we're even talking about. So yeah.