Especially when it's unsolicited, popping up on your Instagram feed or timeline.
It's a bit like those dull people, as I'm sure you've met at least one, who harp on about their super healthy diet and how it's going to give them ten more years to live than you. And you secretly think, "well I'd prefer ten fewer years eating pizza than having to drink wheatgrass, thanks very much!"
And the truth is you know full well how to eat healthy, but you love pizza, and it's not until something happens directly to you, when something plants a seed for change (or in some cases a wet slap across the face), that you get that 'Ah ha!' moment.
So it would be like meeting a good friend you've not seen for a while, and been surprised how well they look. That they seem so sprightly when you're dragging your heels. And you ask them "can I have some of what you're taking please?"
And they tell you that three months ago they switched to a plant-based diet, and now they've never felt better. They literally jump out of bed in the mornings and head straight out on a run, before coffee... yes before coffee?! "I wouldn't have believed it either", they say, "but it's worked for me".
Imagine how you might walk away from that meeting with a stronger conviction that you'd like to change your habit because you'd like to have more energy, and feel better and look amazing too. And it's that motivation that will help you through the tough times when you crave a bacon sandwich three weeks into your new diet.
You've seen him at the back of the pack for the last few months going really slowly, and wondered if you'd said something to annoy him once, because he's not speaking to you. In fact he's not speaking to anyone.
But he seems happy enough down the pub afterwards, and he doesn't seem to be coughing as much as he used to, so maybe he just needed to adjust his expectations and slow down.
But here he is this week, flying past you on his bike, and you can't quite believe it because he's got his mouth closed. He's not speaking to you, or anyone, but he doesn't look cross. In fact, he looks really chilled and enjoying himself. And he doesn't slow down when you reach that beast of a hill at the end of the trip, he just steadily climbs up and although he takes in a few deep breaths at the top, he recovers so much quicker than you.
When you see him leaning at the bar later, you feel compelled to ask him what on earth he's on! "Oh hi mate", says Bob, "I saw you back there on the ride, sorry I couldn't talk but I'm training with breathing through my nose". Whhhhaaaaatttt?! you think. "But how can you get enough oxygen?"
Bob explains that he had to slow down a bit at first, but that after a few really hard rides, he found it was actually easier to cycle with his mouth closed. "It's a great idea now that it's summer so I don't swallow those pesky flies!". "I seem to have all the energy I need, and best of all my wheezing has stopped. I don't even pack my inhaler now, it's amazing".
So as you stumble home from the pub, you're wondering if there is something in this nose breathing. You've actually been a bit frustrated recently that your ride times haven't changed. You don't see improvements even though you're putting more mileage. You had just put it down to a bit of a plateau.
But what if there is something I can do to make a step change in my performance? And this seems like such a simple change, and free of course! You spent thousands on a new bike last year and it didn't make your times any better (and your partner is still nagging you about the debt!).
When you wake the next morning, your first thought is that conversation with Bob. And as you lie in bed, you close your mouth and start breathing through your nose. It feels funny; a bit itchy at first but then you need a much bigger breath and although you fight it for a moment, you can't stop that desire and suddenly your mouth bursts open and you suck a big breath in.
You get up, and tell yourself as you shower that you've given it a try, but that it's not something for you as it feels too hard. Bob had said his rides felt easier, right?
Bob goes on to win the county championship that year, and you still haven't moved your times forward. But it's OK you think, at least I've not gone backwards in my ability. I like how I breathe and I feel comfortable here.
And for you that is probably the end of the story. You won't think about it again, just like the majority of people.
But what of Bob?