 This is what they do, and this is what EA's done for a long time, and the reason why is because it gets people to start talking about the game, and it hypes it up, and it puts it in front of everybody's face and everybody's social media feed without them having to pay a cent for advertising. And so, especially when it's the individual players and things like that with Madden, like I remember Keenan Allen being mad a few years ago, and some of the players are, that's by design because, again, it's free advertising.