So one really good example that I could give you for a tough customer was when I was working with the dental office you know a lot of patients don't want x-rays they think the radiation is too much nowadays and once you actually break it down to them like what I learned in school is that one x-ray is the same amount of radiation that you would receive walking from your front door to your car from the Sun it kind of puts into perspective that it's not as scary as it seems like it is of course we still cover them with the lead apron and all that but once you really break it down and explain what their concern or like what their fear is I feel like pretty much anyone can understand