So I don't think we're playing the easy mode, so to speak, to the critiques. But I would definitely say having a experience in 2003 I think made all the difference because it made shared value communication very, very easy. People had a same memory of people rushing to buy PPEs and not getting the PPEs. So anything that ameliorates that can be communicated very easily, and we can iterate very fast now that we know that people have the same values. So I think after this pandemic, for example, the culture around mask use will probably also change for the US. So for the next time around, it will actually be much easier.