I'm not sure who the most prominent trends personality is in the United States. I suppose it would be this character Dylan Mulvaney who keeps showing up in ads and commercials for all kinds of causes. It seems like this guy almost single handedly sunk Bud Light Bud Light is trying to do all kinds of repentance now. They fired not only the VP of marketing, but her boss, both of them have been placed on, I don't know if it's temporary or permanent leave. They're reevaluating their brand strategy. They've issued a kind of more conservative ad with clydesdale horses. Whether this will save Bud Light, I don't know whether it's a little too late. But again, I look at social media today and I see there's still in Mulvaney putting on makeup all over his face and he's the Maybelline girl. What? So he's become the poster. Woman, so to speak, for makeup. And I'm thinking to myself, is it really all that easy to become a woman? My mind flashed back to a very interesting book that was published now a couple of decades ago. It was written by a woman who still teaching at Georgetown. She is a prominent cognitive psychologist and linguist. Her name is Deborah tannen, and her book written years ago was called you just don't understand, men and women in conversation. Now Deborah hadn't goes on to argue that there is a kind of different psychology between men and women. By the way, there was a later book along the same lines men are from Mars women are from Venus. The idea of being not the men and women live on different planets, but they have a different inner wiring. And Deborah tannen went on to use conversation as a kind of demonstration or exhibition of how differently men and women think. Her point was that when men and women have arguments and this is, by the way, kind of useful knowledge for spouses or boyfriends and girlfriends. She goes, men very often say you just don't understand. Whereas women say something a little different, you just don't care. And in the difference between you just want to understand, you just don't care, says Debra tan, there is a whole world of difference.