the hollywood health & society has a partnership with the writers guild of america, west and we work with writers to connect them to experts. so we could take a recovering addict or alcoholic in to meet with the writers. we might take a physician, a clinician, or a researcher and we do a 1-hour briefing. now it's our job or our experts' jobs, or our recovering person's jobs to inspire the writers. they're looking for story ideas and the way we inspire them is through telling real stories of real people and case studies. this is what inspires; then they spin the story. doug, i want to talk to you about what your expertise is in branding and health branding at that. how do we begin to turn this around? how do we take the whole notion of people's incorrect perceptions about addiction, about people in recovery, and what steps do we need to begin to think about in terms of presenting a positive light? and i mean that in the context of the messaging. i think one of the key things is to think about the competition. you know, any strong brand is based on a keen understanding of what it's com