 He put together a ton of issues videos that were short enough that people didn't lose their attention before they got to the end because, you know, we live in a clickbait world right now, right? He did a good job of narrowing down his arguments for a lot of different issues. He did a great job of that. He did a great job of putting his name out there. And for him to come within 10 points of a very rich, established, positioned incumbent...