there's 49 major companies, including bt , 49 major companies, including bt, panasonic and rolls—royceomplaining about it. what's going on is this whole thing with identity that's going on for a while, where people's identity has largely become an obsession with their identity as an identity. there was a study i think came out today that showing that young people increasingly identify showing that young people increasingly identity by their mental health problems, which is a rather odd characteristic, really. it's really, you know, simon fanshawe, also of diversity by design. he's the co—founder. he's criticising gimmicks such as specifying the use of pronouns, which this is going on a lot. you know how fast is becoming a dominating thing is amazing. three times this year for gigs, i've been asked what my pronouns are. have you had that? >> seriously? really? yeah. >> seriously? really? yeah. >> for being paid at one one was for a festival gig. one was. it was like one was a theatre where you. what did you say? i have several different answers. my favourite one at the moment is say for