So it's a dangerous thing and conversely, the other thing I mentioned in that post was that people see guys who are kind of in touch with that and become famous for it and then think maybe they can get in on it. Maybe they're not quite as cynical as that and there's some sincerity about them, but they don't really get it so they just imitate what they've seen from people who've done it before and of course you can make big money that way.