these people clearly walk the walk. they are experts. they got the expert to talk to the customers, the customer who was the expert and that is the best marketing, right, jeffrey? >> always about being the brand you are, the promise you want to deliver. that's what brand is about, that and something you put on a cow or horse. does fear work? absolutely, but every emotion works. do you want your brand associated with that. certainly, there are companies. remember the y-2k scare and nothing happened, but the key thing for you, do you want fear associated with your brand, is it part of your message? does it relate back to what you do? listermint is a great example or listerine. they use fear, fear of cavities, all those things to be able to make sure you have good breath. there's lots of ways to be able to use fear. >> that's interesting. i was about to say the same thing, fear is not necessarily fear of a terrible disaster, it could be fear of not dressing