 when it doesn't make financial sense. That's when it's going to stop. That's when you see things slow down or you pivot or you change direction. You know that as well as I do. They keep making these changes at college football because they keep making more money, and that's why they'll continue to do it. But as soon as it starts not making sense from a financial standpoint, that's when we may see things slow down, pivot, and go a different direction.