well, when you look back historic orically and you look at the history of trust -- and i promise you it's interesting when you actually go back and you look at how trust really is like the social glue of society, trust is like liquid gold. without trust, human beings, they can't trade, they can't collaborate, they can't cooperate, they can't be vulnerable with one another. so trust has always existed. but in its first chapter, very long period in history, trust was local. really easy to understand. this is when we all lived in villages and communities, and trust was largely personal. so i would trust you because i knew you or someone knew you. and if you did something wrong, you'd get a bad reputation. and that would impact your ability to transact or have relationships in the future. now, what happened is when we went through mass migration, when we wanted to trade internationally, this type of trust didn't work. so as a society, we invented institutional trust. we invented things like corporate brands, brands that would tell us what products and services that we should buy. we inve