 So they're coming to an event that they feel inclusive with. So all of a sudden, we're seeing these data points coming out going, my gosh, why haven't, we're owning this space. Give us a sense of who you're in talks with in terms of distribution, in terms of streaming, because there are opinions out there suggesting that perhaps people are not really tuning in and watching live. How do you respond to that? Well, what's the definition of tuning in?