 And, again, it wasn't succeeding what they were doing. No. But they don't have any other game. But there's no other game. There's no other way to go. They don't know of any other way. And that's the difference is that what are they going to do? Okay, let's say they're pulling back their advertising. Okay, we're going to change the rhetoric in the advertising. Where are they going to go? You can't change the nature of the beast.