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So, for example, with your guests, when you say, “We make each moment matter”, which was the beginning of the new LUX* brand, then each moment starts from exploration and then registration or, you know, sales, and then you’ve got the arrival and then you get them to the room. And for each moment, it also means each guest. So, you’ve got the mother and the father and the teenager and the little one. So, if your team is saying we, that means every single person on the property, every team member. Make, that means we need to do something. Each moment, that means every precious moment of time. Matter, then it matters to who? To the person whom we serve. And that’s an example right there of building the narrative so that thousands of people can say, “I understand that, and I understand how I can put that into action.” And Ron, how well do you think the team at LUX* have done in actually delivering on that promise of making each moment matter? I think the reputation that the brand has in the industry answers that question. They’ve done spectacularly well. But it isn’t just because they understand that particular principle, it’s that you’ve literally built the entire culture around them. So, when you say “We make each moment matter.” “LUX* shining service.” And then that evolved to “We care about what matters.” That was really the transformation of the brand and the collective to what you’re known for today. You as an organization, you as a CEO said, “We care about what matters.” Which means we care about what matters to our guests, but we also care about what matters to our team members. We also care about what matters in the communities where our properties exist and where our team members come from. We care about the ecology and the sustainability of the entire industry. So, you’ve differentiated, you’ve created a huge conversational space in which every member of your team I think is extraordinarily proud to be on that team and play their part.