 What about, like, you know, when I... I live in the sports world, and, like, we would prefer... We do a version of this where it's like, people don't come to us to listen to the news or politics. No, no, no. And they certainly don't want to get the market up there. They want to talk University of Utah, BYU, how are we doing? Yes, and so there's a little bit of that, but we're talking about people's futures here, and so it's important to go...