 Well, they did a dark pattern. They announced the exciting news a couple weeks ago that Call of Duty would be available, but they held back the price increase until a couple of weeks later. And so now you get, I mean, it's just, these companies are wild. And look, this is just the way of the world, folks. We are just paying and paying and paying and paying more. Like I say, the free ride is over. Those price increases start on September 12th.