Is there any truth to the idea that men don’t take care of themselves as well as they should?

There is a large engagement gap when it comes to health and wellbeing between men and women. If you look at all, kind of, important markers around morbidity around health, men die younger, men suffer more from cardiovascular disease, men kill themselves a lot more. And there's been a lot of work around that, there's some fantastic research being done. And conventional wisdom kind of, you know, dictates that men actually either don't care so much, or they don't want to... you know, they ignore the problems, or they don't want to take their health seriously, they don't want to go to the doctor. All those things may be true. But if you make something easier to do, if you make something a lot more accessible, if you provide the information that you need to obtain in a way that is actually engaging and it is not cold, and it is not sterile, and if you provide access to the people that need to get into the system that you need to access in a way that is empowered by technology, and it is enabled by technology, you can actually reach a lot more people. So that conventional wisdom may be, you know, it may be true, may have been true. We don't just take it for granted. That's what we really want to change.