 It's not for no reason, for example, that a lot of campaign commercials are produced that are almost never aired, in part because they're just there to impress donors and to get free media as kind of outrageous or current events, whatever they are, things that will attract news attention. But in terms of what an advertiser is trying to do, I think the advertiser thinks that the ads will boost their poll numbers in ways that will make them more credible and