It's an act of empathy. it's not like something that you can teach in a day. that's why i think when people look at it like a corporate kpi, going to increase our business, that's not going to happen in a year. >> do you think that has led to why people feel dei exhaustion? because it's become so corporatize? >> i think people's experiences with it have been negative in some cases and then they are like, okay, their point about it is valid. that's because they are doing it wrong. yeah. >> your point about this is going to be top corporate backlash, it was proceeded by bud light, target. >> tha...