my background is pretty clear cut in the world of commerce and selling materials and I know in some areas in both academia and in art, selling and sales has a negative connotation. In many cases it's deserved, but in my mind if one of the goals is to sell science, maybe more figuratively than literally, but to create better engagement or more curiosity. Whether it's getting people to enroll in college programs or recognize the value in science or squash all this crazy no climate change discussion, ff people could just spell isotope, if I thought that would make a difference in the world I'd support it. But selling isn't bad, it's changing behavior, it's making an argument in a nonargumentative way of the value proposition of one thing versus another.