Who's in the reporting world, an expert, is somebody who says something that a journalist wants to highlight and agrees with . so if you have a certain bias, you want to write a certain piece, you can call five , ten people. one of them is surely going to agree with them. and you're going to include them in the article and they will suddenly become an expert . the other thing here is i think we sort of need to have a newton's law for news, right? for every study, there's an equal and opposite study that says something completely different. >> that's newton's law. yeah. yeah, i would think abou...