And so what he did was he tested 1,000 ordinary people. 500 New Haven, Connecticut, 500 Bridgeport. And the ad said, "Psychologists want to understand memory. We want to improve people's memory, because memory is the key to success." OK? "We're going to give you five bucks -- four dollars for your time." And it said, "We don't want college students. We want men between 20 and 50." In the later studies, they ran women. Ordinary people: barbers, clerks, white-collar people.