And that's why I think it's really important.

And one of the things I've learned about book titles is that you've got to read them very carefully and you say teaching and learning.

And, you know, we both know from our jobs that it's so tempting or it's so easy sometimes to just reduce teaching to a series of strategies or a series of kind of performances that you replicate.

You know, thinking about your washing machine manual, you know, just press button B and stand back and let the magic happen.

But it's clear from that title and from knowing you as well that you wouldn't be writing that book.

You want to be talking also about what's going on under the hood when that teaching is happening, understanding how the learning is happening, which is a complicated and difficult business, isn't it?

So, yeah, I look at working memory in quite a bit of detail in the book, but there are lots of tasks that help you think about thinking, which sounds a bit better, but that's the point.

Yeah, no, you're right.

And then what happened? Where did you go after that?

So Google Advertising, Google AdWords was working really well for me for a long time.

And then Google, as they grew, they realized they didn't like certain things.

So they didn't like people having landing pages that were just purely a page dedicated to capture someone's details.

They don't mind it now, but they didn't like it for a period.

Is that the Google slap? That was the Google slap, yeah.

Yeah, we've been around the block for a while.

And then the Panda update caused all kinds of challenges for people.