 Turning on the TV and turning on the channel 44 and say, okay, I'm going to watch the next four and a half hours, that's tuning in, right? But to an 18-year-old to a 25-year-old, tuning in may be 12 seconds on the phone. Okay, let me see this. Then I'm going to go back and do that. Oh, and then I'll come back over here and do another 14 seconds on this. Boom. That, to me, is tuning in. That, to me, is a market that's enormously wealthy, right? And enormously influential in the direction where you're going.