But in 1999, three researchers ran a study to help students pick highbrow movies over lowbrow ones.

So yeah, so it's actually, uh, it was a study.

It was led by Daniel Read at Warwick alongside George Loewenstein and, uh, Shabana Kalymaran.

Yeah, they, they, like a lot of, uh, a lot of researchers, enjoyed conducting studies using their students.

What they did in their study was they got two groups of students, and they said, "Great news.

We're gonna let you watch some, uh, some films, and you can choose what films you wanna watch." But there was a twist as ever.

In the, in the first group, they got them to choose a film every day that they got together.

In fact, he calls it his favorite example.