I’m 45, reasonably health-conscious, and the kind of person who always has a travel toothbrush in the glove box. I’m not perfect, though. Coffee is my love language (two big mugs before 10 a.m.), I enjoy red wine with dinner once or twice a week, and during busy stretches I can slip from stellar hygiene to “good enough.” My dental record is mostly unremarkable: no root canals, a couple of small fillings in my twenties, and one period in my mid-thirties where my hygienist warned me to take bleeding gums more seriously. I’ve never been diagnosed with periodontitis, but I have had recurring nuisances—mild gum sensitivity that flares if I miss flossing, morning breath that makes me reach for a mint before anyone else wakes up, and a stubborn “morning film” that makes my teeth feel less than clean the moment I get out of bed.
Over the past decade, I’ve tried a rotating cast of fixes. Chlorine dioxide or CPC mouthwashes are effective for short bouts, but regular nightly use leaves my mouth desert-dry. Tongue scraping helps, yet only partially. Sugar-free mints are band-aids, and anything fruity tastes like candy to me. I even went through an “oil pulling” phase—ten minutes of swishing felt like an eternity and I didn’t notice consistent results, so I abandoned it. I tried a general refrigerated probiotic (not designed for oral health) that seemed to do nothing for my breath.
I heard about Purdentix through a podcast ad and then saw a social ad that leaned into the oral–gut microbiome connection. The pitch: modern diets and stress can disturb the bacterial balance in the mouth and gut, contributing to bad breath, plaque buildup, and even digestive discomfort. Purdentix, a once-daily minty chewable, pairs four probiotic strains with zinc and botanical flavor components to help “freshen from within” and support a healthier oral environment. I was skeptical for three reasons. First, the evidence on oral probiotics is promising but mixed and very strain-specific. Second, lots of products say “microbiome” without meaningful details. Third, I’ve been burned by subscription traps before.
Still, the idea made sense: if you can tilt the oral ecosystem toward friendlier bacteria while neutralizing some odor compounds with zinc, mornings might get easier. I set a modest definition of success before starting so I wouldn’t move the goalposts later:
- Drop my “morning breath” from a self-rated 6/10 to a steady 4/10 or better (1 = none, 10 = worst).
- Reduce bleeding on flossing by at least half compared to my usual baseline (subjectively measured at my typical hot spots).
- Notice less “morning film” on my teeth—smoother surface feel on waking—even if I can’t quantify plaque.
I also promised myself I’d keep my routine consistent (brush/floss/tongue scrape) and avoid adding other new variables. If Purdentix was going to do anything, I wanted a fair read on what changed and when. With that, I committed to four full months and kept notes along the way, including some admittedly awkward “breath checks” with my very patient spouse.
Method / Usage
I bought Purdentix from the official website. I prefer going direct for anything supplement-related to avoid counterfeits and ensure I’m seeing the current label and refund policy. The checkout flow was clean, with a few optional upsells that I skipped, and my order confirmation arrived immediately. Shipping (to the Mid-Atlantic US) took six days from click to doorstep. The bottle arrived in a small carton, tamper-sealed, with a clear lot number and expiration date stamped on the bottom. The label emphasized the microbiome message and listed the primary actives as “four probiotic strains,” zinc, and minty botanical flavor components.
Dosage on my bottle: one chewable daily. I chose to take it in the evening as the last step in my routine. My rationale was simple: if the goal is to allow beneficial bacteria to contact the oral tissues, I want a relatively quiet, non-antiseptic window. I also slowed the process—chew gently, let it dissolve a bit, and keep the slurry in contact with my cheeks and tongue for a minute before swallowing. In practice, it took about 60–90 seconds from start to finish. I avoided food or drink for 30–45 minutes afterward.
I kept everything else steady so I could attribute changes more cleanly:
- Brushing: 2 minutes, twice a day, soft-bristle brush, standard fluoride toothpaste.
- Flossing: Nightly. I tracked bleeding at the lower incisors and the distal of my upper molars—the usual trouble spots.
- Tongue scraping: Light pass nightly after flossing.
- Mouthwash: I paused antiseptic rinses at night, using a gentle alcohol-free rinse in the morning about three times a week.
- Diet/hydration: No big changes. I aimed for one extra glass of water after dinner in dry winter months.
Deviations and real-life hiccups happened. I missed two doses during a long weekend trip and another dose on a day I came home late and fell asleep on the couch. I also experimented exactly once with taking two chewables (curiosity got me); the only result was a little bloating the next morning. I didn’t repeat that. Otherwise, over four bottles (roughly four months), I stuck with one chewable a day, nighttime, post-hygiene.
Week-by-Week / Month-by-Month Progress and Observations
Weeks 1–2: Taste, Texture, and the First Subtle Shifts
The very first thing you notice is flavor and mouthfeel. Purdentix is mint-forward—clean, not medicinal—with a natural-seeming sweetness. Texture-wise it’s closer to a smooth compressed lozenge than a chalky tablet; it breaks up without grit. On some nights I caught a faint mineral finish (zinc tends to do that), but it disappeared quickly and didn’t linger into the next morning. Importantly for me, there was no “artificial” aftertaste that hangs around—just a brief, fresh mint note.
Days 1–3 were unremarkable. By Day 4, I noticed a small change on waking: my tongue felt slightly less coated, and that tacky film on my front teeth was muted. I started a simple tracking note in my phone: “MB 6/10 baseline.” By Day 7, I had two mornings I rated a 5/10 instead of a 6/10. My spouse’s sniff test (marriage is glamorous) agreed with my log two out of three times. It wasn’t dramatic, but the direction was right.
Bleeding with flossing didn’t give me quick gratification. My trouble spots still showed pink most nights; if anything, the only difference was that the bleeding seemed to stop a touch faster. Around Day 10, I noticed it was easier to get the floss between my lower incisors—subjective, but less tenderness can feel that way. Side effects in this early window: mild bloating/gassiness on Days 3–5 (a pattern I’ve had with new probiotics), then nothing. No mouth irritation, no tooth sensitivity changes, and no odd taste changes beyond a mint layer on nights I’d already used a minty toothpaste.
Weeks 3–4: The Freshness Gains Become Noticeable
Week 3 is where I stopped wondering if I was imagining things. I woke up four mornings out of seven without the slightly sour, “slept with mouth open” smell that I’d grown used to. My log shifted to MB 4.5–5/10 on most days, with two days at a clean 4/10. My spouse also commented that my breath seemed “neutral” in the mornings more often, and tongue scraping produced less visible coating.
Daytime changes were smaller but real: after coffee, I didn’t feel the same urgency to grab gum. I still did after especially strong coffee (I grind dark roast), but more out of habit. The morning tooth film that I tend to feel with my tongue—especially on my lower front teeth—was less pronounced. Again, that’s tactile, not a plaque measurement, but it made mornings more pleasant.
Flossing outcomes edged in the right direction too. Where weeks 1–2 usually included at least one bleeding site nightly, weeks 3–4 had multiple nights with no bleeding or just a thin pink line that cleared quickly when I rinsed. That’s a meaningful shift for me. Side effects were a non-story. I had one small canker sore inside my cheek in week 4 (I get these periodically, often after I accidentally bite the inside of my mouth while eating). It resolved in a few days and didn’t seem connected to the chewable.
Weeks 5–8: A Plateau, Travel Tests, and a Hygienist’s Take
Into weeks 5–6, I hit a stable plateau: morning breath hovered between 4 and 5 out of 10 on my scale, rarely hitting 6 unless I did something unhelpful the night before (garlic-heavy dinner, red wine late, fell asleep without water). Two atypical weeks made the data more interesting. First, a cross-country work trip with late dinners and airport dehydration: I missed two doses during that stretch and woke up with MB 6/10 twice. Returning home and getting back to my routine dropped me back to MB 4–5/10 within 48–72 hours. That “reset” strengthened my impression that consistency matters and that the product’s effects are maintenance-oriented, not permanent changes that persist when you stop.
Second, the seasonal change. We turned the heat on, and my bedroom dryness increased. I noticed a nudge upward in morning dryness and breath on nights I didn’t run a humidifier or drink water late. The chewable still helped, but environmental factors definitely modulate the outcome. If your nose is a bit stuffy and you mouth-breathe at night, plan on hydrating before bed—no supplement can override desert-level dryness entirely.
I had my routine cleaning at the end of week 7. My hygienist is pragmatic and not particularly salesy, which I appreciate. She said my gums looked “less reactive” than last visit, especially around the lower front teeth, and she needed less time with the scaler on my anterior teeth. She didn’t do a plaque index beyond her usual notes, and we didn’t pretend it was a clinical trial, but the qualitative alignment with my daily log was reassuring. When I told her I’d been using an oral probiotic chewable and taking it at night after brushing, she said consistency and contact time matter more than brand names, which matched my plan.
Flossing remained on the “occasional bleeding” track—still present, but far less than baseline. At my initial tally I would see pink at 60–70% of nights. By Week 8, I’d say that was down to roughly 20–30% of nights, and usually only at one or two contacts. That’s the difference between sighing every night at the sink and shrugging a couple times a week.
Months 3–4: Settled Routine, A Deliberate Pause, and Consistency Lessons
By Month 3, Purdentix slid into my evening rhythm so smoothly I barely thought about it. I kept a small travel pill case in my dopp kit so I wouldn’t miss doses away from home. The mint flavor didn’t wear out its welcome. If anything, I began to appreciate the “ritual closure” feeling—chew, breathe mint, lights out. I maintained MB 4/10 most days, with good stretches hitting 3–4/10, and backsliding to 5/10 after unhelpful nights (garlic, wine, late snacks).
To test persistence, I paused Purdentix for 12 consecutive days in Month 3. I didn’t tell my spouse, and I didn’t change anything else. By Day 5 off, my morning breath edged to 5/10; by Day 8, I added a couple of 6/10 mornings. Bleeding on floss crept back, especially after a rushed dinner and poor hydration. After resuming, I saw MB 5→4 within four days, and bleeding frequency returned to the new normal within a week. That on/off pattern supported the idea that this is a supportive tool with ongoing benefits when used, not a “course” with permanent effects.
Side effects remained negligible. No GI symptoms beyond my first week, no taste distortions, no enamel sensitivity changes. I stored the bottle in a cool cabinet; no refrigeration was required per the label, and the tablets in Month 4 looked and tasted identical to Month 1. I did take care to keep the bottle out of pet reach. Many sugar-free chewables use xylitol or similar sweeteners that are dangerous for dogs, so mine never left the closed cabinet except at the moment of use.
By the end of Month 4, my impression stabilized: Purdentix didn’t revolutionize anything, but it quietly delivered what I wanted—more neutral mornings, fewer bleeding episodes on flossing, and a slightly cleaner feel upon waking. It became a low-friction adjunct I preferred over nightly antiseptic rinses, and it seemed to do its job best when I did mine (brushing, flossing, scraping, hydrating).
Progress Snapshot (My Personal Log)
Subjective, but consistent. These aren’t clinical measures—just the way I tracked changes.
| Period | Morning Breath (1=none, 10=worst) | Bleeding on Floss (nights/week) | “Morning Film” Feel (1=smooth, 10=sticky) |
|---|---|---|---|
| Baseline | ≈6 | 5–6 | ≈6 |
| Weeks 1–2 | 5–5.5 | 4–5 | 5–5.5 |
| Weeks 3–4 | 4–5 | 2–3 | 4–5 |
| Weeks 5–8 | 4–5 | 2–3 | 4 |
| Months 3–4 | 3–4 (most days 4) | 1–2 | 3–4 |
Usage Pattern Table (For Context)
| Routine Element | Timing | Notes |
|---|---|---|
| Brushing | Morning + Night | 2 minutes, soft brush, fluoride toothpaste |
| Flossing | Night | Tracked bleeding at known hot spots |
| Tongue scraping | Night | Light pass, then rinse |
| Mouthwash | Morning (3x/week) | Avoided antiseptic rinse at night |
| Purdentix | Night, last step | Chewed slowly, 60–90 seconds; no food/drink for ~30–45 min |
| Missed doses | 5 total over 4 months | 2 during travel, 3 on unusually late nights |
Effectiveness & Outcomes
Here’s how my initial goals stacked up after four months of consistent use:
- Morning breath: Met. I moved from a fairly steady 6/10 at baseline to a consistent 4/10, with occasional 3/10 mornings during cleaner diet days and good hydration. On “bad factor” nights (garlic, wine, dehydration), I still had 5–6/10 mornings, but the default state shifted noticeably in the right direction.
- Bleeding on floss: Mostly met. Bleeding frequency dropped from most nights to roughly one or two nights per week, usually at one site. If I had to put a number on it, I’d say a 60–70% reduction in “bleeding nights,” which made the nightly routine less annoying and my gums feel calmer.
- Morning “film” feel: Partially met. I still felt some film on certain mornings, but it dropped from around a 6/10 sensation to a 3–4/10 most days. That tactile shift is subjective, but it’s the kind of subjective change you notice the moment you wake up.
- Tooth sensitivity: Unchanged. I have a single molar that zings with ice water; Purdentix didn’t make that better or worse.
Unexpected positives included cutting back on harsh mouthwashes at night without feeling like I was giving up freshness. My mouth felt less dry before bed because I wasn’t nuking everything with antiseptics. Another surprise: the chewable became a habit anchor—a tiny evening ritual that helped me avoid late-night grazing because it signaled “kitchen closed.”
Unexpected negatives were minimal. The mint-on-mint issue popped up a couple of times when I used an extra‑minty toothpaste right before the chewable, making the combined flavor feel like overkill. When I spaced the chewable 15–30 minutes after brushing on those nights, the stack felt pleasant again. I also noticed that Purdentix doesn’t override poor choices—garlic-heavy dinners still “print” on your breath the next morning, though perhaps a bit less intensely.
Mechanistically, the outcomes I saw felt plausible. Oral probiotics are thought to help by competing with odor-producing species, influencing biofilm composition, and nudging pH. Zinc is commonly used in oral-care products because it can bind volatile sulfur compounds associated with bad breath. The studies I skimmed were small and strain-specific, and outcomes vary—no guarantee here—but the direction of effect tracked with what I experienced.
Value, Usability, and User Experience
Ease of use: A once-daily chewable is inherently convenient. I didn’t need water, it dissolved quickly, and the habit was easy to slot in after brushing. On nights I was tempted to skip (late, tired), the low friction kept me on track. Taste fatigue never hit; the mint is clean and not syrupy or bitter.
Packaging and instructions: My bottle felt sturdy, with a proper tamper-evident seal and a tight cap. The label message focused on supporting the body’s natural oral balance via probiotics, zinc, and botanicals. I would love to see more granularity—specific strain designations and the number of CFU per strain, ideally guaranteed through expiry—but that’s a broader industry wish list, not a Purdentix-only issue. The directions were clear about daily use; I would add a line about timing relative to antiseptic mouthwashes since that seems to matter in practice.
Cost and shipping: Purdentix priced out in the mid-range of specialty oral-care supplements. Bundles (3–6 bottles) dropped the per-bottle cost. If I eyeball the daily cost relative to premium mouthwashes or breath strips, it landed around “a coffee shop drip” per day at single-bottle pricing and closer to “vending-machine snack” with bundles. My orders arrived in about a week; shipping was included on larger bundles and reasonable on a single bottle. I didn’t encounter hidden charges or forced subscriptions—just a few optional upsell screens that I declined.
Customer service and refunds: I didn’t request a refund because I finished the product, but I did email support early on to ask about spacing Purdentix from mouthwash. The response was prompt (two business days) and practical: take it at a different time than an antiseptic rinse to avoid blunting the effect. I also read the refund policy on the site; it appeared to be a standard money-back window typical for this category. If you plan on testing and possibly returning, keep your order number and bottle and start the process within the stated window—most companies are strict about timelines.
Marketing claims vs. reality: The tone on the site—“supports oral balance,” “freshens from within”—matched my results. Purdentix didn’t promise to cure disease, and it didn’t perform like a miracle. It performed like a steady, supportive tool that made mornings easier and flossing less eventful. If you expect a replacement for brushing or professional cleanings, you’ll be disappointed. If you want an adjunct that nudges the oral environment in a friendlier direction, my experience supports that expectation.
Comparisons, Caveats & Disclaimers
Compared to antiseptic mouthwash: Rinses with chlorine dioxide or cetylpyridinium chloride give an obvious, immediate freshness punch, but nightly use dries my mouth and can make mornings paradoxically worse. Purdentix was subtler, took a couple of weeks to reach full effect, and felt sustainable long-term without dryness. I still use a gentle morning rinse a few times a week and reserve the heavy hitters for “garlic nights.”
Compared to generic probiotics: I’ve taken general gut-focused probiotics that didn’t touch my breath. Delivery format and contact time matter: a chewable that lingers in the mouth makes more sense for “oral balance” than a swallowed capsule that bypasses the mouth quickly. I also appreciate that Purdentix includes zinc, which many generic probiotics don’t.
Compared to other oral probiotic products: I’ve tried one lozenge product marketed for breath a couple of years ago; it tasted good but had unclear strain information and I didn’t see consistent changes. Purdentix’s results were more reliable for me. If you do compare brands, look for transparency (strain names, CFU counts, any testing). It’s not a guarantee of superiority, but it helps you make an informed decision.
What could change outcomes:
- Diet habits (garlic, onions, alcohol, late-night snacking) and hydration have big sway over morning breath.
- Hygiene consistency matters. No chewable can outpace poor brushing and flossing.
- Timing relative to antiseptic mouthwash seems important; giving Purdentix its own window worked better for me.
- Individual differences (saliva flow, oral pH, baseline microbial communities) likely drive some variability.
Warnings and practical limits: I’m not a dentist. If you’re pregnant or breastfeeding, immunocompromised, have a history of endocarditis or a heart valve issue, recently had major oral surgery, or have active oral infections, consult your clinician before starting any probiotic supplement. If you’re managing diabetes or a specific medical condition, check ingredients for sweeteners and carbs and talk to your provider. Don’t give chewables to kids without pediatric guidance. Keep any xylitol-containing product away from pets.
Finally, set expectations properly. Purdentix isn’t a treatment for gum disease and won’t replace professional care. Think of it as a daily nudge in the right direction—a helpful addition to brushing, flossing, tongue scraping, hydration, and regular cleanings.
Value, Usability, and User Experience (Additional Notes)
- Flavor profile: Clean mint, lightly sweet, no harsh aftertaste. The faint mineral note near the end is normal for zinc and vanishes quickly.
- Tablet size and dissolve time: Medium. Chewing gently makes it disappear in under two minutes; no chalkiness.
- Storage and shelf life: Stable at room temp in a dry cabinet. I didn’t see any clumping or discoloration across bottles.
- Travel friendliness: Excellent. No liquid, no refrigeration, no water needed to take it.
- Daily friction: Low. The single biggest predictor of my results was simply not missing doses.
Effectiveness: Semi-Quantitative Summary
| Outcome | Goal | Observed Change | Confidence in Change | Notes |
|---|---|---|---|---|
| Morning breath | 6/10 → 4/10 | 6/10 → 4/10 (3/10 on best days) | High | Aligned with spouse’s sniff tests and day-to-day experience |
| Floss bleeding | Reduce by ≥50% | ~60–70% fewer “bleeding nights” | Moderate | Subjective count at known hot spots; hygienist noticed calmer gums |
| Morning “film” feel | Notice less film | 6/10 → 3–4/10 | Moderate | Tactile measure; not a clinical plaque index |
| Tooth sensitivity | Hoped for less sensitivity | No change | High | Sensitivity is likely structural/enamel-related |
A Few Scientific Notes (For Fellow Skeptics)
I’m not a clinician, but I do like to read. The Purdentix concept—supporting oral balance via probiotics plus zinc—tracks with what I found in the published literature. Small randomized trials of oral probiotics (various Lactobacillus and Streptococcus species) report improvements in halitosis scores and certain plaque or gingival indices, but results vary by strain and dose, and studies are often short. Zinc has a long track record in mouthwashes and toothpastes because it can bind volatile sulfur compounds associated with bad breath. None of this guarantees an outcome for any given person or brand; it just makes the mechanism plausible. My personal results felt like the kind of change you’d expect from a supportive adjunct: gradual onset, stable with ongoing use, and reversible when stopped.
Frequently Asked Questions I Had (And How I Resolved Them)
- How long before I noticed changes? Subtle shifts around Day 4–5; clearer progress by Week 3; stable, predictable results by Week 6.
- Do I need to stop mouthwash? I didn’t. I separated timing—morning for a gentle rinse, night for Purdentix—and that worked best.
- What if I forget a dose? I just resumed the next night. Missing one or two didn’t wreck things; missing several in a row nudged me back toward baseline until I restarted.
- Does diet matter? Absolutely. Garlic/onions, alcohol, and late-night snacks still show up the next morning. Hydration helps a lot.
- Kids, pregnancy, medical conditions? I didn’t use this for kids and would advise checking with a pediatric dentist. If you’re pregnant, breastfeeding, immunocompromised, or have specific medical issues, ask your clinician first.
- Any side effects? A few days of mild bloating when I started; then nothing. No mouth irritation, no taste changes.
- Refrigeration? Not required for my bottles. I kept them in a cool, dry cabinet.
Pros and Cons (From My Four-Month Trial)
- Pros
- Noticeably fresher mornings within a few weeks, stable thereafter.
- Meaningful reduction in bleeding on flossing with consistent use.
- Convenient chewable; easy to remember and travel with.
- Clean mint flavor without harsh aftertaste or dryness.
- Helped me cut back on nightly antiseptic rinses.
- Cons
- Improvements plateau—this is a steady helper, not a stair-step of constant gains.
- Label transparency could be stronger (specific strains and CFU per strain through expiry).
- Doesn’t address structural issues like enamel wear or deep pockets; not a medical treatment.
- Mint can feel intense if stacked immediately over a minty toothpaste—spacing helps.
Who I Think This Will Help (And Who Might Not Benefit)
- Great fit: Adults with mild-to-moderate morning breath, coffee/tea drinkers who wake up “not fresh,” and people who want a gentler nightly adjunct instead of harsh mouthwash. Works best for consistent brushers/flossers.
- Maybe: Folks with occasional gum tenderness who want adjunct support and have realistic expectations about the pace of change.
- Not ideal as a standalone: Anyone with persistent bleeding, pain, loose teeth, or sores should see a dentist. Supplements can complement professional care but not replace it.
Small Tips That Improved My Results
- Take Purdentix as the last step at night and avoid food/drink afterward.
- Separate it from antiseptic mouthwash by several hours; I used mouthwash in the morning.
- Hydrate in the evening, especially during heating season when air is dry.
- Keep a tiny travel case with a few tablets to avoid missed doses.
- Track two simple markers (morning breath 1–10 and bleeding nights/week) for a month—gives you an honest read.
Cost Perspective Table (Approximate)
| Option | Convenience | Perceived Effect on Breath | Dryness | Cost Per Day (Approx.) |
|---|---|---|---|---|
| Purdentix (1 chewable/night) | High | Gradual, steady | Low (non-drying) | ~$0.80–$1.50 depending on bundle |
| Antiseptic mouthwash (nightly) | Medium | Immediate, strong | Higher (drying for me) | ~$0.30–$0.70 |
| Sugar-free mints/gum | High | Masking only | Low | ~$0.25–$1.00 |
Note: Costs are rough and vary by retailer and usage. The value question for me isn’t just price—it’s whether I get a repeatable benefit with low friction. On that metric, Purdentix scored well.
Limitations of My Review
This is a single-person, real-world test with subjective measures. I didn’t use a halimeter, plaque-disclosing tablets, or clinical indices beyond notes from my hygienist. Placebo effects are possible. I tried to offset that by pausing for 12 days midstream (backslide happened) and by keeping habits steady. I also acknowledge the ingredient transparency gap. While the formula clearly includes probiotics, zinc, and mint botanicals, I would prefer to see specific strain IDs and CFU per strain guaranteed through expiry so consumers can compare apples to apples across products and research findings.
Conclusion & Rating
Purdentix didn’t deliver fireworks, but it delivered what I actually wanted: quieter mornings, less bleeding during flossing, and a small but real improvement in how my mouth feels when I wake up. The changes emerged over weeks, stabilized with daily use, and faded when I stopped—exactly what I’d expect from a supportive adjunct that works with, not instead of, basic hygiene. The chewable format is easy, the flavor is pleasant, and the habit fits neatly into a real life that involves coffee, occasional wine, and the occasional late-night snack. I’d still like to see more label transparency on strains and CFU, but in terms of day-to-day results, Purdentix earned its keep for me.
My rating: 4.2 out of 5. I’d recommend Purdentix to adults who already brush and floss but want a gentler, sustainable way to support fresher breath from within and slightly calmer gums. It’s not a medical treatment and won’t replace professional cleanings, but as an add-on habit with a good chance of making mornings better, it’s worth a disciplined 6–8 week trial. For best results, take it consistently at night, separate it from strong mouthwashes, hydrate, and keep the fundamentals tight. That combination is what moved the needle for me.