This is what Robert Cialdini, who's a social psychologist called ethical influence. And and the way they do this is so, O Power was a famous example of an energy company. And you might ask, why would an energy company actively encourage their customers to consume less energy? But there were startup and they were, you know, more inclined to do something about about climate change. And so they basically gave customers a bill and on that bill, there was comparative information about the level of energy that their close neighbors were consuming. So people saw their own consumption relative to that of their neighbors. And they found that people would adjust their own energy consumption to the level of their neighbors, which is kind of conforming with the local norm. And again, they weren't telling people what they should be doing with their lives. But that is just a behavior that emerged. And later they found that sometimes this doesn't really work. When if 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.