>> right, exactly. that's what they were saying, it was meant to be positive. that the armpit isn't a bad thing. >> somehow i misinterpreted it. >> yeah. so there was so much outrage, people went to their facebook page, threatened to boycott dove. they said, oh, all right, we don't do the billboard. we heard you loud and clear. >> i think it was a good idea pulling that one. the benefits of walking, everybody knows that, but how about a treadmill as a desk at work? sounds crazy, right? they did a study at university of minnesota and found out that actually people's production went up a lot a...