 And I think he has to be given his role within the Big 12 because it's not the Big Ten, it's not the SEC, which clearly have a strong stakeholder given the brands that they've got, given the TV contracts that they have with their respective TV partners. It's just not the same. And so he has to think outside the box, and he has, whether it's the naming rights of the league itself, whether it's private equity, all the things that he's done. But being here in Las Vegas, one of the things that,