 And so wherever there is that passion for things, and especially cars, that's where we are. And it started with insurance, and now we have a marketplace. We have a big media company. We produce events all around the world. But it started with that core idea. And so a big thing that we talk about, not just with our business, but as I talk about leadership and talk to other CEOs, is finding a niche and finding a niche that's big enough that you can kind of –