 Yeah. It's content. You've got to write. You've got to create the content. It's what Nate Bargatze right now is focused on, who is huge in the stand-up world, but he's also expanding out into becoming a producer and doing things and producing other things, which is exactly what Steve Byrne has been doing. Right. And I mean that in any job. You create things and you get things done. You actually get tangible things done, which in the technical fields...