I think where it started to click with me, Patrick was when I started thinking of icons right now we think of like you said the Nike swoosh or um, ralph Lauren or or all these logos definitely where we just accept and no, but when you think If this is something that is applicable 4000 years ago, that icon would have been some image that identified a tribe and when you're out with your tribe and you run into another tribe, you knew they weren't from your tribe by the way they were dressed or something iconic about them and you either knew you were in danger or you knew that this was a tribe. You could trade or conduct commerce with friends, awful. Yeah. And immediately that started to click with me and that imagine you're in that forest and you see a tribe around a fire, what you, you didn't just march into camp, you hung out on a perimeter and observed until you knew you were safe or you weren't And what you're talking about with these pieces of code, the same thing is going on when we're observing brands and discerning whether we want to be associated with that brand and the brands that have picked up these little pieces of the pieces of code and dusted them off and made them obvious. Then it makes it easy for us to discern whether we want to be a part of that or don't want to be a part of that. Yeah, the part of that resonates with me. As you go through that description is when you're standing outside the campfire, you're waiting, you stand there and wait until you are welcomed in and when if you are inside the circle already around the campfire, if someone comes in without waiting or without, it just becomes flying in there. Everyone's uncomfortable, stup uncomfortable. Yeah. I love them. You talk about the lexicon and it really clicked to me because let's say you go to a new church, maybe you're methodist and you go to a baptist church, you don't know the lexicon, you don't know when to stand up. You don't know when you're an outsider. Well you know you're an outsider, right? Yeah. I mean you feel it severely if you were a baptist and you were in a different town and you went into a baptist church, you'd feel at home. Yeah. It's because of these pieces of the primal code that you're familiar with and that you know you can speak the lingo, you understand the icons, you know who started it, you know what they believe, you know what they don't believe. Yeah. And for sure people who go to Comic Con or Burning Man or even the consumer electronics show, you know for the first time or a ted talk for that matter, people know that you're kind of looking for someone to guide. You know, you haven't been here before here. Let me help you out. You go over here and sign up and get your badge and blah blah blah. Right? And so the we have that same thing happening in stores all the time where people are unfamiliar with the stores, they're walking through them all right. And they walk in and either, you know, instantaneously, if you're gonna if you're gonna like it or not, you feel in your gut, right? And if you're with someone else who's been there before, you know, they might guide you in. But if your gut says get me out of here, you can't wait until they're done in that star. Right? And so the and that has to do with user experience. It has to do with preferences and all the cues and all that kind of thing. And when we talk about icons, I never really thought before about using all the senses as icons, which of course was ridiculous because we always think about the logo and these days of the website we do those things and their branding is done right? But there are other so many other cues that people have picked up on since I wrote the book. The first one being smell, which Abercrombie you know, took on a scale of 1 to 10. They took it to 11 sights. Sound Abercrombie again, they crank the music up sight, sound, smell, taste. When you're talking about food and new products and food and so forth. And you're also thinking about textures which is touched when you're thinking about food and some people just don't like the texture of things, right? So crispy on the outside or crunchy on the outside and soft in the middle etcetera. So all of these things come to bear when you're designing new products or designing new experiences and there are things that need to be thought through. I mention this because I was talking recently with someone who's building a theme park in texas and I said you know there are all these cues here that you have to be cognizant of. And so we just talked about that. But yeah, I think the thing is is about going back to the camp fire is that we think of these brands as being one of the time things, but we never think about the fact that as human beings, we are members of all these different communities, right? Whether you belong to church or you belong to a church community, you belong to work community. If you play cards or gamble or something, you belong to that community. If you play sports, whether it's soccer or football or baseball, you belong to those communities. You know, winter sports in summer sports, if unit or something like that. You know, you belong to that community if you like music, they're all those different communities to belong to hundreds of them and all the favorite restaurants in places that you like to go. Right? So we have all of these different communities, they all have their own creation story. They all have their own words that you have to use, use soccer words at a baseball game. You know what would happen to you, right? It would be ridiculous. So as human beings, we are hardwired to belong to communities and as marketers or people trying to build communities whether it's around a product or a place or around a movement or a concept gravity or Bitcoin or something like that. All these pieces need to be filled in. And what you do as you fill them in is you paying both the rational and the emotional parts of our brain, which helps things to make sense for us, And if you make more sense than the person standing next to you, then you win.