So a very concrete example: in Taiwan, early pandemic, we saw Beijing polarizing our conversations. One side said, "Only N95, the highest grade of mask, is useful, and the medical grade mask the government was handing people is not useful. Placebo." And another message said, "It's aerosol, ventilation. So any kind of mask hurts you. N95 hurts you the most." So both sides were very extreme. But at the time, science wasn't very sure which side was correct. So very quickly, we used something called "humor over rumor." So we pushed out this meme, of a Shiba Inu, you know, the Doge dog, yeah, putting her paw to her mouth saying, "Wear a mask to remind each other to keep your dirty, unwashed hand from your own face." So it's for self-protection against our unwashed hands. So if I wear a mask and you don't, I'm just reminding you to wash your hands.