influencers, so-called mommy bloggers, heather armstrong comes to mind. she passed away recently. curiously, you make a note of this in your book, all those women are from utah. >> yeah, utah is really the silicon valley of mommy bloggers. that's how they see it, as well. the people who really built the mommy blogger industry, quote unquote, they really see their pocket in utah as being analogous to the silicon valley and how it nurtured and grew early tech startups. the corner of utah where so many of these early mormon mommy bloggers live really did nurture this corner stone of what is now a multibillion dollar industry. >> one of the considerations to anyone that would want to become an influencer or who is now, there are legal requirements. if you're going to promote a product, you have to disclose that, right? but i mean, lindsay lohan, naomi campbell and others were warned by the ftc they were breaking the rules. >> yeah. i think that the thing with the ftc rules is for many years, they were not very strictly enforced. i think it was all very nebulous for a really long time.