But what have been some of the early realizations you've had, Blake, around what women maybe misinterpreted or don't understand typically and are kind of having their own revelations around the conversations that you guys have been having with them?

In a lot of the conversations we've had in some of our interactive webinars and even in our focus groups at the beginning, women expressed a lot of frustration as well as a lot of support for what we were doing.

But that support was based on the frustration.

It's like, this is important.

This is something you need to be doing.

It was very encouraging for us because we thought that we might... be joined by a lot of sympathetic women who would say, yeah, you're right, men need this help.

But instead, happily, they very much expressed, yeah, no, we need this.

Maybe, Blake, you can start and then, Rod, you can conclude.