The full phrase is: Pretend bravery is still bravery. One of the most addictive aspects of my work is exhibiting and being around people who exhibit fearlessness. Ember Volland is exemplary in this regard. I am quite certain she had fear. In fact, she told me she was surprised how much we were able to get away with at Austin's historic Driskill Hotel. The difference between her and most others is that she did not let fear control her actions. That sort of thing is contagious.