behavior. there's nothing on the line in this ad, charles, it's saying don't ogle and harass women. don't bully people. don't beat people up. what's controversial about saying those things? >> and i don't understand what's controversial about mixing it with shaving. my brother -- i'm have from a small town in louisiana. may brother has been the basher in that town since i was in high school. it's in those spaces where member are gro men are grooming and they feel like men can be men and there is in that space a lot of toxicity around everything from homophobia to women to sexism to misogyny and it's in that space that people have to do the reckoning. among men. it's not -- those grooming spaces become kind of sacred spaces and so i believe that this is kind of in a way right on target because it is the men shaving in the locker room after the gym in the morning getting