 or I can cover you better, or our coverages are better, very product-oriented. We used humor. And it was always about poking fun at the car world, or kind of how nutty car people were about their cars. And it just, we would always say we never made fun of anybody. We described it as sort of twinkle-in-the-eye humor. The idea is just everybody's kind of in on the joke. Isn't it funny how crazy car people are? And we're part of you. So humor was one thing. The second thing was this.