David Gardner: Well, I've always paid very close attention to language. Brian, I know you are also somebody who loves to read books and maybe a fellow English major. But I think that the language that we use is just so telling. Not only does it reveal how we're thinking about things, but it often drives our actions. We have to be very careful with the language that we use, and buy low, sell high. It's somewhere in the late '90s, it dawned on me. This is not actually a great phrase, because the third word is ...