So tell me a little bit about some of the other, of all the other sins that you presented, what was the other one that you're hoping the audience was really going to

remember? I found myself...

I found the one I thought about the hardest was really the one we called gluttony.

And that was the one where we spoke about the US health care system as a whole and how the average kind of spend per capita per annum is higher than other countries.

what we might do about that.

And then the flip side, which Dan spoke about as the virtue, and I think he and I both really strongly believe this, that if you think about what we do as an instrument of healthcare in its own right, you could argue pretty convincingly that during the pandemic, and Dan started down that path, in the pandemic, good communication probably saved more lives than any one doctor would in their entire career, just through communicating the right things in the right way to the right people at the right time.

Now, if you think about healthcare as an instrument, communication as an instrument for healthcare in its own right, then we should be spending more time and more thought about how to, you know, behavioral health, lifestyle choices, little nudges here and there, getting people to think about their health before it becomes an issue.

So if I was an executive, not a marketing executive, but an executive at a healthcare organization that was maybe resistant to doing something like this, because maybe I see it as too risky, maybe I see it as a bit too expensive, what would you recommend the marketer in that situation say to the executive to maybe tip the scales a little bit to allow them to be a bit more bold or to correct one of these seven deadly sins that you mentioned before?