 kind of those superstars now of the old guard, if you will. They didn't grow up with that. That wasn't a thing when they were coming into the league. So I think you're starting to see more of it. It'll take more time. But showcases like Game 7, when you start to see the interest that we had, I think that's how you help build stars. And that's why we have such great media partners, including Rogers in Canada, to help us tell those stories and get that content out there.