And you look at a product like Tesla. People are not going and talking about how they had a great drive today, but they're talking about the Easter egg they discovered on the dashboard or the cool new feature that they discovered that is associated with Christmas or whatever. And so, it always is interesting to me. In consumer and even enterprise products maybe especially so, why aren't we optimizing for those things that people wouldn't expect the product to do as a way to get that surprise and delight to talk about it, to develop a relationship with our products? I think that's another piece of the puzzle.
And you look at a product like Tesla.