But what in the world is F R M I functional resident? Um oh, gosh functional. I can't believe it. I remember our image. Residents, functional residents imagery. What's the N stand for? I can't believe it. I haven't seen. I haven't done that for Mary. So long. Mental Before I go, you look that up for me. I can't believe functional resident, anyway, resolution. I think it is before we get there. It's important for us to think about two types of conversion. So there are two types of conversions, and that's why you're really using stock found photographer, any kind of marketing. You want to convert something right? And there are two types of conversion. One conversion is called more rational, and those are people who, um, kind of in that moment need. I think you've even talked a lot about it. They need to feel as if they are confirming an emotional desire, and so those people in those moments need rational confirmation. And then there's another group of people more emotional or decisions that are more emotional. In that case, they more they need more emotional. And so what? I used to want to talk about this because you and I actually focused on the emotions. But the fact that there is sometimes in some categories, for some decisions, you need to be leaning more more rational. Um, I think the majority are much more around emotional confirmation. I'm sorry, emotional decision making, but frankly rational. It makes sense in some periods, or sometimes sometimes in B two b marketing, when somebody has a very specific budget or set of requirements like a government contract. Frankly, those people you may need to lean heavier on rational or right now, let's say, if you are, you know you're in one of the states are locked down and you want to lock or maybe having high covid covid rates. But, you know, you're thinking yourself, Do I want to go to the restaurant? Not, you know, it's not locked down yet. You want to take the wipe out to a restaurant, but you know, you're not sure what you mean more rational, you're gonna be Yeah, I wanna get the restaurant that's emotional, But, hey, is the restaurant safe? So sometimes we gotta be rational. And so in certain circumstances, something, there's some stock photography. Actually, Steve, that will make you become more rational. And you're thinking, um and so the first one was that brain image. Did you look up FRM I Yeah. So we have functional magnetic MRI. Yes, that's why I was getting it wrong. Sorry. Functional magnetic resolution image and got it. Okay, so basically what that is is that is the brain photos that you guys are used to say but the real brain photos of seeing like, kind of inside your skull. So have you ever seen these things When you're when you're getting a CAT scan, right, that's we're talking about. So it's funny, But those images actually trigger analytical thinking. It's been scientifically proven when people see and like, that image of a brain, something deep down psychologically triggers that there's science behind this, and therefore, since there's science behind this, then you will become more rational, and so that would be really important. If you're trying to convey very complex information, you want something to be analytical in mind. And so let's see if you're competing on a technical innovation that you are superior versus your competitors. I know it sounds funny, but a small thing like an image of a brain can make somebody become more analytical thinking, and they will find the details that you put in there more important to them. If you can't really compete on emotion, you want to compete on rational kind of scientific evidence.