driven by, a, the fact that we are social beings, b, in our minds we need a sense of order, we need a sense of explanation, we need to know that it's not a mystery but there's some plausible explanation for that which has transpired. >> that's the root of it. i think all of -- well, all of the media attention, in part, what we're doing right now adds to it a bit. at least it makes it available for people who are sort of hooked on this puzzle solving to gone and think about it more and more. i have to add that this muzzle has not been solved. as i keep thinking about this mystery, it's still at the heart of it doesn't make sense. and i think for most people, that drives them on. that makes it an interesting enterprise to sort of dig their teeth into. >> nick, i just have 30 seconds left with you. the title of your book "watercooler effect," there are