 Jim Henson had a spammy character in some of the movies and saw spam a lot. Eric Idle came out with the version of the Holy Grail that went to Broadway, which was brilliant. It was a lot of fun, but he recognized the value of the spam brand. And at the time, you know, Hormel recognized the value in branded content. They partnered with Eric Idle and they had spam a lot. It toured the globe and was very, very successful and a lot of fun. For years, they had the Spammobile that toured. You know, they gave out...