Those words have been a constant mantra throughout eight seasons of Game of Thrones and more than 4,000 pages of George R. R. Martin's A Song of Ice and Fire novels.
The programme that could once reasonably call itself the zenith of Peak TV and the most undoubtedly character-driven story on our screens is now a bizarre, megabucks game of chess, in which characters do what the narrative demands of them, rather than what their personality dictates.
Penultimate episode 'The Bells' aired this week and we are creeping closer to the almost certainly epic finale on Sunday.
Jon Snow is clearly aghast at his aunt/lover/idol breaking the Geneva Convention in such brutal fashion, conflicted over continuing to wield his sword for her after the Lannister surrender.
It's set to be Targaryen vs. Targaryen now, with the winner getting custody of the Iron Throne as soon as someone has managed to cool the metal down enough.
Despite all of this apparent excitement, 'The Bells' was an emotional void of an episode.