that money is a motivator and specifically for younger people. if you bribe your kids, give them allowance or whatever they're more likely to do what you ask them to do as far as chores are concerned. >> short-term. >> yes, short-term, bill, you're absolutely right. it is a short-term motivator, but the first study in 1973, last year journal of american medical association shows that once you take the reward away, long-term, weight comes back or more importantly, i see it in my practice with kids. yes, if i have a child with special needs and i'm trying it motivate him, i might use short-term rewards, but longer term studies show it's more about the intrinsic reward. if i do something because it makes me feel better about myself or i feel like i'm a better human being, those are the rewards that lost for a lifetime and helps you keep the weight off. >> bill: are you guys surprised that 70% of americans, you know, are overweight to some degree?