So I encourage you to pause this video and think about what we just said. We're a senator, we're trying to figure out what percentage of our constituents are very concerned about internet privacy. And we go to the phone book, we sample 100 people, we keep calling them until they answer, and we get that 42% are very concerned. So what's the source of bias? All right, now let's work through this together. So non-response would have been the case if we selected these 100 people, and let's say only 50 people answered the phone and we didn't keep calling them. Then we'd say, well, 50 of the people who we sampled to answer our survey didn't even respond.