When somebody is doing well, and they're consuming less energy, and they found out to do much better than their neighbors, they start to backslide and conform to the opposite. But they find out if they put a smiley face on the building, you're doing good, that reinforces the behavior and just a small incentive like that actually had an enormous effect. Well, the effect actually was small was about a 1% to 2% increase. But when you scale that across all of the hundreds of thousands of customers, it really added up. And they think that's ethical because we're just revealing actual information to people. And that's why I'm always confused when people say that knowledge doesn't matter, because what we're doing in those experiments is just exposing people to information they hadn't considered before - that is what other people are actually doing. And then, you know, to the last point, David, your point about about wearing different hats. When I give a talk I always ask the audience, because I'm generally interested in this is whether they want scientists to advocate for evidence based policy. Because ultimately, you know, scientists are paid often by tax dollars. And if the public wants us to advocate for science and evidence based policy, if that norm is changing, then maybe that's legitimate for scientists to start considering doing that. But if the public doesn't want it, that's another story. Right? We can have a conversation, but it's kind of interesting that scientists talk about it, but we less often ask the public about what they want from scientists.