 Marketing follows the money, and if there's money, people are interested in buying a messenger, then they'll provide it. So I think that we're just seeing the pendulum. Maybe I'm the last one hanging on to that original part of the swing of the pendulum, but I think you'll start to see more and more people embrace it, and you're seeing it. I mean, there's sports events like Ninja Warriors and whatnot. I mean, there's