 But that was... They had that mystique and they had that aura and reputation well before he got there. And then he took it and globalized it. They became what they are now and why they've got as many fans as they do and also as many people that root against them as they do. They are... It's one way or the other. You're not indifferent to the Cowboys. And that was the goal of Jerry Jones. I just think that...