What do you tell yourself? Well, most people, in a monologue, will say, "Beware. You'll be fat." And if this was your kid, you would probably tell him that smoking kills and, by the way, he's in big, big trouble. (Laughter) So, what we're trying to do here is we're trying to scare ourselves and others into changing their behavior. And it's not just us. Warnings and threats are really common in health campaigns, in policy. It's because we all share this deep-rooted belief that if you threaten people, if fear is induced,