 There's a line here sometimes. I don't know that in today's world you can even market. People have to find them, fall in love with them. Sure, you can put them on some TV shows, but we've even talked about there's no one set answer to that. We say market your stars like there's a blueprint on that that makes sense when reality is you can run all the commercials you want all day long. People got to gravitate to someone, fall in love with someone, and it's like lightning in a bottle.