 They're obviously making plays, the fantasy football stuff, which is huge. But I think it's that reason. And I also think when you talk about the safeties or the elite cornerbacks in the league where it would be the same thing, like you could see that guy and be like, oh, he has a great personality. It's somebody I want to know. I want to get to know more of. You could put them in the front and market them. And so I think a lot of that comes from that as well, being obviously production matters, but also being able to be put in front of the shield in front of the league sometimes to be