 That's what the message should have been is we get him. We want to be like him. Not he gets us and comes down to our level. It's that we go and rise to his level. And so it was a really strange ad campaign to me. I know it was trying, but it was very weird. And it was the CEO of Wendy's. And I think the board member from Hobby Lobby was on that. But it's from a Come Near Foundation or Come Near organization is running this ad campaign now. So...