Is that pretty much the connection you're making there?

Yeah, I think you touched on what we call the feels like age and we explore this in great depth in the book.

And if we...

if I ask you to grab your phone, Will, and open up the weather app, and there's going to be the state of temperature for today.

But if you scroll down on that weather app, you'll see the feels like temperature.

And there's a range of factors that will influence that feels like temperature.

It could be humid or windy or whatever the conditions might be.

How did it start? How did Stuart get involved? Did he come to you or you come to him? How did this all come about?