 Carl, you're 100% right. So why have we gotten away from that? You know, because it's become all about the I and not about the team. There's not an I in team, but there's certainly an M-E. And that's unfortunately what's happened. And we're seeing whole organizations like the Lakers, Cal, Tad, LeBron, James. We're seeing the wealthiest programs in college football become the it programs in college football. Carl, I'll tell you this.