 Absolutely. And I have a bunch of questions to follow up on that. But I want to pick up on something you said when it comes to superstars like Connor McDavid. We know that hockey has long struggled with marketing its best players, even during their prime as superstars. Connor McDavid, Nathan McKinnon, as much as the NHL tries, they aren't household names like LeBron James or Steph Curry. The TikToks of players getting off the bus in suits is definitely a thing, but nothing like the attention that NBA players get.