that's exactly right. and it's not natural, right? it's hard. but it's not impossible. and it is way, way more effective and in whatever fight you're fighting and just better for the soul as well. so just as an example, for journalists, right, your intuition in high conflict is to do what we've always done, right, and the worse the conflict gets the more your intuition is to simplify and amplify. to simplify the conflict and the different groups so that you're generalizing all the time about 70 or 80 million people, say all republicans, all democrats when in fact that's madness, right? and another thing is that the impulse is to amplify the voices of conflict entrepreneurs who are having a golden era right now. >> hold on. conflict entrepreneurs. that sounds like something we have to unpack. that sounds -- i think i know who you are talking about. who are you talking about? >> yeah, so conflict entrepreneurs are people or companies who exploit and inflame conflict for their own