 I'm fascinated with kind of the forward-thinking nature that he has and where he can take this thing. What kind of number have you heard any numbers like? What would it cost an advertiser to basically own the name, whatever that looks like? Have you seen a number? Have you heard of that? I mean, we've got to be talking monster money here. Yeah, I thought I saw something in the, what, $70 million to $100 million range, I thought. Now, I don't know if that's an annual thing or a one-time deal or how that works out.