Consumed by J.R. Ward is book One in the Firefighters series. This is the story of Danny McGuire and Anne Ashburn.
Anne has been attracted to Danny who by all accounts is a playboy so she doesn't want to put her career in danger for a good time with him. Anne and Danny are both firefighters but when something happens that takes away her career choice Anne has to choose another path. This path puts her closer to Danny while they look for an arsonist. Danny has his own issues going on that he needs to deal with but the attraction between these two is very hard to resist. There is a lot going on with this book that just kept you turning the page...although Ms. Wards names is enough for me to keep myself glued to the book.

Fabulous story that kept me hooked. Loved everything about this story, including the two short stories before it.

Reviews by the Wicked Reads Review Team

Avid Reader – ☆☆☆☆☆
4.5 stars
M/F Thriller Romance
Triggers: Addiction, Cheating, Stalking, Attempted Murder

Suggestion: Please read the three novellas prior to reading this first installment, as the relationship dynamics will make much more sense.

This picks up right after the three novellas. I loved that there was no break in the story, just a continuation. You already somewhat know the dynamics, but then, the story becomes so much more developed.

Anne is reinventing herself. There are truths in her past that she is still trying to figure out and with her own life changing so drastically, she can't help but feel like she's floundering a little. However, when a mystery presents itself and she sees what the potential dangers could be, she is unwilling to just let it go. Anne is also struggling with her family life. Her past hurts will be unburied and truths will be spoken about.

Then you have Danny. He's alive but taking such large risks with his life. Living with guilt is a bad thing for Danny and despite his wanting to reach out, he just doesn't think he should or can. When he is reaching close to rock bottom, Anne comes to the rescue. They cannot deny their attraction and when he realizes that Anne is in danger, he'll do whatever he can to protect her.

Another great dynamic is in this story is the relationships between the firefighters and EMTs. It is a great look at how things can be like a family – even those relationships that sometimes you don't want. The mystery aspect of this story is fantastic, and it keeps you guessing. I loved how you had almost dueling stories – the romance and the mystery.

I can't wait to read more about this group and hope that Anne's brother gets a story soon. He was a complex character that needs more.


Mary – ☆☆☆☆
When I saw that J.R. Ward was coming out with a series about firefighters, I could not wait for it.

This is book one of the series and it is Danny and Anne's story, both work for Engine 499. While there are sparks flying between Danny Boy and Anne, she will not give in because she knows he is a ladies’ man. Danny feels things for Anne that can make him stop his wicked ways with other women, but Anne will not give him a second look. They work together and do all the jobs that firefighters do but when a warehouse fire leaves Anne and Danny trapped, a life-altering decision will change things for them both.

Many months later, Anne is now working as a fire investigator and she is noticing things that might have gotten the last investigator killed. When she starts getting unknown texts telling her to back off the case, she knows she has hit a nerve. And things with Danny seem to be moving in the right direction too. Can she solve the case, or will she be stopped too? Will Danny change his ways to be with Anne?

While I loved this story, there was times that it seemed to drag by. I cannot wait for the next one and I wonder which fireman it will be, maybe Rizzo or Tom, Anne's brother. If you like a good firefighter story with a twist, then this one is for you. And yes, it is a long one. So, I hope you enjoy it.


Mary Jo – ☆☆☆☆
The WARDen has once again outdone herself. Her debut novel in the Firefighters series starts off with the three short novellas and continues in this book.

As a reader, I loved the complex characters of Anne and Danny. The progression of their relationship from friends to lovers was unintentionally long due to the fire that caused traumatic injuries to both Anne and Danny.

Survivor’s guilt is a real thing, even when a person didn't die. Danny has a hard time dealing with what he had to do to save Anne's life and Anne feels guilty about disobeying the rules and by doing so, put Danny in the position to save her.

This is one series that I can't wait to continue, all of the secondary characters have potential to be lead characters and I sincerely hope that in one way it’s like the Black Dagger Brotherhood series: you get regular updates about the characters you met in prior books in the series.


Sarah – ☆☆☆☆☆
So, this book starts with an actual bang. The fire in the first couple of chapters is unbelievably intense and the firefighting action is both graphic and terrifying.

The story alternates between extreme firefighting action scenes, Anne’s increasingly intense investigation, and more ordinary downtime moments. The first book in a new series, readers are introduced to multiple first responders across the city. I love the diversity of the characters and their various jobs – and I’m already looking forward to various characters’ books. The story is a gritty, realistic look at firefighting. isn’t an easy read, and I really appreciated the honest scrutiny of the horrors first responders must deal with.

I kinda love that this isn’t a traditional romance novel. The book is as much about Anne’s recovery and readjustment after life changing injuries as it is about her love life. Anne has to build a new identity and a new career for herself – all while trying to make sense of her personal relationships. Anne is fierce. She’s independent and she’s a survivor. J.R. Ward has written some brilliant female characters – but Anne is really special, and I love her as a heroine.

While I’ve loved Jr Ward’s paranormal romance for many years now, this is my first ‘realistic’ book by the author. I have to admit that I love the messier, more human romance in this book. Without the supernatural tropes that allow readers to believe in love (or smell) at first sight, Anne hooks up, enjoys less than perfect sex, and wrestles with her attachment to a guy who might never sort himself out. While I will always love the paranormal fantasies, I think I might just love the gritty realism of this series more.

I thought this was ok. This is my first contemporary by J.R. Ward. Again another huge cast of characters with multiple povs (some had a lot less then the main 2 characters). Expect the unexpected in this one. I didn't like Anne that much and you might see why while going into this book. This story had quite a few lulls so therefore I'm glad I listened to this on audiobook, because I think I would have felt a lot different about it if I had read it, and probably not for the better. If theres more to this series, I dont' think I will continue. I think I'm going to stick to Ward's BDB books.

This book was everything I wanted from J.R. Ward and more! Yes it had romance, but it was so much more than that. J.R. Ward creates characters that I genuinely care about and who are gritty and real, they are strong, and sometimes too stubborn for their own good. But boy oh boy are they entertaining to read about!

Danny was exactly how I picture the firefighters who are the real heroes in Massachusetts. I felt for him and all the firefighters in this book because of what they go through on a daily basis. The writing really brought them to life and I absolutely love that our main character is a female firefighter and she is a badass! This book was intense and I was literally holding my breath while reading this book.

The romance and romantic tension was fantastic and this book was really on fire!

It’s always such a thrill to start a new series from an author who, for over a decade, has never stopped taking my breath away with the sheer elegance of her prose, or the depth and complexity of her storylines, and the sizzling new world she’s created for us did not disappoint in the slightest. Part romance, part crime novel, this pacy, high-octane page-turner has everything we’ve come to expect from a J.R. Ward novel—a thick plot, suspense, a beautiful romance, well fleshed-out characters—and as we are pulled into the heroic and dangerous world of firefighters, it almost feels like we’re watching an action blockbuster unfolding in our heads. The author writes with such intelligence and visual ferocity, there are times we can almost feel the heat of the flames, or smell the acrid smell of smoke, but it is the splendid love story in the midst of it all that glues the story together and keeps us on the edge of our seats until the very last page.

Continue reading review » https://natashaisabookjunkie.com/2018/10/02/review-consumed-by-j-r-ward/

J.R. Ward is the queen of romance and a master at world building within her stories. In this case, instead of vampires, we are dealing with mortal firefighters at the 499 firehouse in Massachusetts. Anne Ashburn (ironic last name) is the only female firefighter in her unit and can handle her own with the big boys. Being a firefighter is not just a way of life for her, but a family legacy. On call one night to a building fire, Anne is trapped and eventually saved by fellow firefighter Danny McGuire. That night forever changed her life and career. Now Anne is an arson investigator who is looking into fires similar to the one that she was involved in before.

Right from the beginning, this story is action packed and intense. I definitely stopped reading a couple of times just to take a breath. I really loved the forbidden romance element between Danny and Anne, but as a reader, I suggest reading parts 1 and 2 from J.R. Ward's serialization 'The Wedding From Hell' first to get a better understanding of their relationship. I wish this book could have been a little longer because I really did not want it to end so quickly.

I voluntarily reviewed an advanced copy of this book for my honest review.

Anne Ashburn is a woman consumed by learning the truth of having a hero for a father whom she discovered had feet of clay. Never close to her mother, she felt only antipathy for not having the strength to stand up for herself to confront her husband

And now of all things she had lost the career that she felt epitomized herself. She was a firefighter thru and thru but after losing her hand in order to save her life she was now adrift. Danny McGuire, the man she had been in love with almost died in the same fire that she lost her hand in. Neither seemed able to face one another. And now she is an arson investigator and pitted against a madman who she knows is behind all of the latest warehouse fires that have taken lives.

Danny McGuire is a premiere fireman, best in the county, but in the midst of a personal meltdown. Danny is taking risks like never before and seems to have a death wish until he teams up with Anne to find the fire starter. But Danny may be more than a distraction, and as Anne narrows in on her target, the arsonist begins to target her.

Wow, CONSUMED will consume you in emotion, sensuality and suspense. Great start to a new series by a star author who can keep you emotionally involved in a series and leave you begging for more.

Marilyn Rondeau

Holy cow that beginning was scary and rough. Like bawl you're eyes out. Seriously grab the tissues. The characters don't know what's coming...
So much suspense around every new piece of evidence or even a hint of a clue. It's action packed until the very last page.
I'm a first time reader of JR Ward but I will definitely be going back for more. This is addiction chapter after chapter.

Librarian: Librarians who are looking toward Romance collection development will probably want this one. It's fairly typical for the breed, but JR Ward is an already proven name in the field, and this looks to be another hit. It reads much like any other romance mystery/suspense novel, so fans of the genre shouldn't be disappointed. There is slightly more graphic violent content then many novels of this type (which might turn some people off) and while this book is definitely sexy, it's not particularly erotic feeling (so don't recommend it to those type of readers.
Reader: As I've mentioned in other reviews, I'm not a romance novel type of person. But I do read a lot of them. between my job and my mother's love for the Christian variety of them. Because of that I can say that this book is exactly what it seems to be. A romance novel, with some mystery elements. It is the story of a boy and a girl who love each other, but also don't and how they find their way back to each other. It is comfortable and familiar, and the sort of story that should appeal to fans of the genre.

Consumed is J.R. Ward’s novel in a brand-new series. Switching from paranormal, this realistic firefighters’ story has brought the theme of brotherhood, betrayal and romance to a new level. Long novel as all of the Black Dagger Brotherhood were, this is no quick read. Still it is worth the time to do so.

The story line is complex with many threads woven within it. Good and bad, truth and lies, strength and weakness all come into play into this astounding story. I came to have strong feelings for the many characters but especially for Anne, Danny, and Soot. The ending is explosive just like the fires Anne had been investigating. I can hardly wait for the next book!

Firefighters? Romantic suspense? Where. Do. I. Sign. Up? Seriously, I was so excited to read Consumed, especially after the Wedding from Hell novellas to whet my appetite and set up the explosive romance between Danny and Anne.

And, whoa, did Consumed start off at a sprint, and really didn’t pull up until the end. I loved the world building JR Ward concocted in this first of the Firefighters series. Introducing all the characters and their roles and relationships and intertwined lives. The rivalry between firehouses, city politics, bureaucracy and a bit of inner city crime set the scenes perfectly—I could easily envision the surrounding as the action played out.

I truly loved the relationship between Danny and Anne. A relationship born from friendship and respect that morphed into something more. Something neither one really knew what to do with, but neither really wanted to give up.

Add in the brotherhood of the firefighters and Danny’s roommates, and the scene stealing opportunities were endless. I loved their devotion to each other—that they supported each other regardless of the circumstances—that they loved each other like brothers.

And then add in the suspense twist, and I was done for. I loved the set-up, loved Anne’s “never give up” attitude. And certainly, she could have given in and wallowed at any given time. I loved her inner strength and devotion to finding the answer no matter the cost.

And that ending. Holy moly, I didn’t see it coming and it was epic. I’m all in on this new series and cannot wait for more!

Wow. This one is pretty dark. The storyline is methodical and intriguing.

Ms. Ward invites us into her new world of firefighters. They’re often our heroes but that comes at a great price to the men and women who serve. Survivor’s guilt is a bitch, mistakes on the job can be the difference between life or death and a messed up past or a dysfunctional family may have them running towards the flames.

A series of unfortunate events but not uncommon in J.R. Ward’s wheelhouse. Her characters are usually damaged and carrying around some serious baggage. While they do give everyone a certain je ne sais quoi, it would be nice to have some “normal” characters. However, the damaged character is often unpredictable, giving the story its mysterious and suspenseful aspects.

The beginning of the book is fast-paced and chilling. I was biting my nails and flipping pages as fast as I could. It’s thrilling and heartbreaking! Then we jump 10 months ahead where a slow and steady pace builds into an intricate and multi-faceted story. It is exciting, dangerous and dare I say sexy? Yes, I dare. The chemistry between Danny and Anne is all-consuming 😉 You can cut their sexual tension with a knife!

Anne is the lone female firefighter in an all-male firehouse. She’s tough-as-nails and can do the job just as good as any man. When an accident permanently sidelines her from the job she loves, she’s forced to forge a new path and forego all the dreams she once had. Anne is a strong heroine and I greatly admired her drive and her attitude, especially after her accident. She could have quit, even wanted to. But she never did.

Danny is a bad-boy firefighter that obviously has a death wish. He’s a maverick and often doesn’t follow orders. He’s also got a soft spot for Anne. After her accident, a lot of messed up and crazy things happened, pushing him closer to the edge he’s so recklessly been riding for years. I’ll be honest, I wasn’t a fan of his. Danny is a womanizing, big jerk that I couldn’t stand. It’s no offense to him, I’m not a fan of bad-boy heroes. It’s a quirk I have and nothing against the author.

The secondary characters were interesting. I felt there wasn’t an even development between all the characters. Some were more fleshed out that others. But that could be the author’s way of keeping some characters a mystery. Anne’s brother—Fire Chief Thomas Ashburn Jr.—has a secondary storyline where he’s fighting the bureaucracy and politics side of things. He’s in a battle with the very attractive mayor Catherine Mahoney. She’s seeking reelection and wants his support along with the firefighter’s union. Needless to say, the sparks fly as they battle to be number one alpha. I’m very curious to see if anything develops between these two!

Overall, it’s a pretty good read. There’s lots of first responders action, crazy sexual tension and a boatload of suspense.

Consumed was one INTENSE read. It's explosive, emotional and a definite page turner.

Anne Ashburn is a firefighter - the only female at her station and a damn good one. Her and fellow firefighter Danny Maguire danced around each other for quite some time before succumbing to the attraction between them. The chemistry was still burning until one fateful night when a break in protocol changed both of their lives.
Fast forward ten months and after a long, tough healing process Anne has accepted a new job as an arson investigator while Danny has returned to the 499. Neither of them have it easy. Anne's career was her life and being forced to leave it behind is no easy feat. Consumed with the guilt of what he had to do to save Anne's life, Danny is unable to move on and has taken to drinking to numb the pain.
Working as an arson investigator is not nearly as exciting as her old job but after being assigned to investigate a recent warehouse fire - not far from the warehouse that nearly cost her her life - she realizes that something just doesn't add up. After all, 6 warehouse fires over the course of 2 years - all owned by the same man - does seem a little suspicious.
When Anne receives a call asking her to check up on Danny she comes to his aid. Just once - or so she tells herself - and as time goes by old feelings resurface and they find themselves powerless to resist.

While Consumed follows several different characters, Anne and Danny are the main focus of the story. While both of them are broken and haunted by their pasts, they are still forces to be reckoned with. They're strong willed and neither are afraid of bending the rules.
This book has a little bit of everything. Sizzling romance, familial drama, danger, suspense and betrayal. Not to mention an incredibly adorable dog named Soot!

I can't wait for the next installment!

Consumed was a fearless, high-octane submersion into the deadly world of firefighting and the love story that built from within it. Told through multiple perspectives, Ward’s vivid portrayal of the physical and mental risks of being a first responder held a no holds barred approach, perfectly setting the story up with an intensity that blazed wildly and kept burning throughout the novel. I fell hard for the gut-strong Anne and the all-consuming attraction she had with the unwavering man in her life that was Danny.

The bold themes in this love story were all-encompassing—the lead and secondary characters perfectly depicting the repeated effects of loss, sexism, trauma, and mental health issues in this field and beyond. Ward effortlessly penned a heroine that could be strong and re-inventive while showcasing her innate vulnerabilities. I found it easy to relate to her struggles in opening up and felt close to her along the entire length of her journey. The easy camaraderie she had with Danny was wonderfully written and I was all too involved as it ebbed and flowed. But maybe most of all I loved Danny’s raw honesty in his struggle to maintain his connection to her while so many things pushed them further apart.

Consumed was an exciting and emotional novel. I wasn’t expecting the depths and themes it delved into, but I came out of it all the happier it did. This story goes there with confidence and it pays off in the full formation of every character and how easily it was devoured. With Ward’s ever-present skilled writing and her penchant for character-driven stories, this was an amazing book for reasons that I still cannot capture in words. Take the journey with this crew and you’ll be as excited as I am for what’s to come.

The WARDen once again shows readers why she is the queen in whatever genre she writes. Full of action and suspense, the highlight of this new series are the amazing and complex characters. Anne and Danny are strong, bullheaded, and damaged. They aren't the only ones. The others in this cast of characters are intriguing in their own right and give the reader a glimpse at all the new stories that can be told in future books. One thing you can always expect from the author is the portrayal of the bond of family, both born and chosen. She has a unique way of drawing the reader into the world she has created and makes you care about these people in the pages. I cannot wait to see who's story comes next.

This book started on such an adrenaline rush. My emotions climbed up and down right alongside Danny and Anne and before I knew it, I'd blown through the first 8 chapters and the rest is history. Read it in one seating and it was totally worth my lack of sleep and zombie impersonation everyone got to see the next morning.

The story follows Anne and Danny, these two have the hots and are in love with each other but never express their feelings to the other. While securing a building on fire, these two have to make some hard decisions to save Anne, after she was pinned under debris. That choice saved her life but also forced her out of her dream job as a firefighter.

Fast forward 10 months and Danny is struggling with the guilt and anger over what happened and Anne is doing a decent job of forgetting the satisfaction and thrill of being part of the 499 station and starting over as an arson investigator.

When her latest case leads her to see a pattern of fires and murder, all pointing to a powerful man with dangerous connections, Anne and Danny are brought back together and this time, they'll get a second chance to stay strong and together or finally walk away for good.

This was not my typical romance read (no soft pink glow here) this was raw, emotional and dealt with a lot of harsh reality. Anne and Danny are characters with a ton of baggage and the first 25% of this book pretty much ripped my heart out over these two. Then there is all the secondary characters that were equally riddled with bad luck and family drama. This book was a bit of a downer and got a bit bleak at times but is really well written. Even with the continuous hard knock, after hard knock for these guys, I couldn't stop reading and was sucked right into the story line.

I honestly don't know if my rating is accurate because I kind of have a love/hate thing going on with it right now. I will say it left an impression, it was memorable and left me curious about the fate of the of the 499 team.

***4 Stars***

I used to be a huge BDB fan until I wasn’t anymore and I could never seem to get into the other series the author wrote. So, when I saw Consumed, I was hesitant to even attempt it based how things went with the other series, but after seeing a few of the reviewers I follow on GR posting very positive reviews, I figured I’d put my request in and should the powers that be approve it then I was meant to read it. So, I got approved (obviously) and I have to say that I really enjoyed it. It hooked me from the start, and let me tell you THAT was one hell of a start, and I found myself becoming more and more invested in the characters, both main and supporting, lives and needing to see how everything worked out for all of them.

Anne and Danny took me for a ride. I loved them both, I did, but man do these two put each other and themselves through the ringer. Both are determined, strong willed and stubborn...I mean taking a bone from a ravenous dog would be easier than getting these two the change their minds once they’ve made a decision. But on the flip side they both have huge hearts. These hearts have taken quite a few beatings over the years, but they are golden.

Their journey to the HEA was an interesting one in that it is not the wine and roses, I’m going to woo you kind of a journey. There were some sweet and swoon worthy moments, but really it’s about two people that despite what they deem their best intentions, just end up colliding over and over again. They both have a lot of baggage to overcome, one which was pretty intense and unexpected, but the flow between them was undeniable and I love where they were at when everything was said and done.

I’m really happy that I was approved to read this baby. I was hooked from the very first page and was quite surprised at the turn things took as early as they did, but it all just worked for me and it really set the tone for the entire book. All of the characters were well written and I’m really interested to see where she goes with their evolution as the series progresses as well as what looks to be the overall arc of the series, which had a couple of twists that I didn’t see coming.

There are two short stories/novellas out right now that are freebies and prequels to the series, The Wedding from Hell Part 1: The Rehearsal Dinner & The Wedding from Hell Part 2: The Reception, that definitely help to give some background on Anne and Danny’s relationship, but also sets up one of the conflicts that finds its way into their relationship. I personally think that they should be read before diving into Consumed (especially because they are free) but you can bypass them if you so choose.

~ Copy provided by the publisher via NetGalley & voluntarily reviewed ~

This book deals with VERY traumatic situations, be warned! Gritty, real life situations, heart wrenching drama, filled with survivors dealing with after trauma. It is not for everyone. READ THE PREQUELS!

These are all the terms that occurred to me reading this book. It is not a light entertaining read. It is filled with real life situations and after effects on people in a difficult and dangerous job! It was beautifully crafted as one would expect from JR Ward but it is NOT the Black Dagger Brotherhood with it's lighter moments. The healing power of love and determination to overcome are themes in this series. Reader, please be advised strongly to read the 3 intro stories as they tell you the relationships between the characters so you greater understand the interactions in the book!

Anne "Sister" Ashburn is a daughter in a firefighter family for generations. She's idolized her "hero" father and only wanted to be just like him competing to keep up with her elder brother Thomas. She's refused to be molded into the role of support female and succeeded in a male dominated profession. She has a strained relationship with her mother, disillusioned by her deceased hero father after learning his secrets in her teens. Her elder brother is the city's Fire Chief and has a strained relationship with him as well because she risks her life daily. Her co-workers at Station 499 are her "family" where she's respected as one of the best. She and Danny "Dannyboy" McGuire, co-workers and the company's "Bad Boy", fight a mutual attraction as they are teammates and fraternizing is forbidden. Danny isn't as "bad" as his reputation implies and is so drawn to Anne he's beside himself with the temptation to go further and settle down. During the story we meet the other teammates, roommates and people in other departments they hang out with at the Time Out Tavern after shifts. The story continues with a life & death call that sets the stage for the rest of the story.

This is an excellent real lifelike story of survivors and love to be found in their chosen hero profession.

Anne Ashburn has never been a damsel in distress. Being a firefighter with the 499 is all she ever wanted. Well, that and Daniel Maguire.

He’s been her rock, her friend and her lover. They’ve rushed into burning buildings and have always managed to somehow beat all the odds. Until now.

In a cruel twist of fate, she’s forced to leave it all behind. If only her heart could heal as fast as her body.

"Whenever her guilt got to stinging, she needed to remind herself that Danny was just fine and so was she. And with the passage of all the hours, days, weeks, and months since that warehouse fire, their lives were in different places and that horrible eternity when she’d been trapped in that hot spot was gone.
You had to keep going.
Staring over the cleared site, she thought… yup, just as the remnants of the warehouse were gone, so, too, the events of that blaze had been struck out of the timeline of both their lives.
So, too, the connection they had once had."

“Dannyboy” Maguire doesn’t know what’s heavier – the bone crushing debris that nearly ended his life or his remorse about how it all played out with Anne.

The loss that set them on different paths haunts him night and day. So when she reappears months later to pull him out of his own private Hell, it reignites the passion that always burned so hot between them. And there is nothing that he wouldn’t do to keep her safe from the danger that’s about to close in.

“What are you doing, Danny.” She nodded into his trainwreck of a room. “I mean, look at this place.”
There was laundry on the floor—in two piles that she guessed meant one was clean and the other dirty. The bed was a shambles of sheets and blankets with a bald pillow at the headboard. And the window’s curtain had bought the farm, the rod hanging cockeyed, a blanket nailed in place so he didn’t flash the neighbors.
“I don’t spend a lot of time in there,” he muttered before taking a drag.
She bent down and picked up a flimsy piece of lace. “At least you’re not alone, though.”
He shrugged. “I might as well be.”
“Oh, come on.” Anne let the lingerie dangle. “What was wrong with her? Given the cup size here, I’m thinking her anatomy was just fine.”
Danny was quiet for a while. Then in a low voice, he said, “She wasn’t you. That was the trouble.”

Consumed starts out with a lethal punch right to the gut and then never lets you take a breath! J.R. Ward introduces yet another impressive collection of characters that reach out from every page. Each one demands that readers FEEL their story – the pain, the desperation and the desire.

I was unsure going in, but was completely taken in before the first chapter came to an end. It’s a fast-paced and yet poignant look at life and love.

And it’s one hundred percent addictive…