 You know, Hormel recognized the value in branded content. They partnered with Eric Idle, and they had Spamalot, and it toured the globe and was very, very successful and a lot of fun. For years, they had the Spamobile that toured. You know, they gave out, I think, 1.7 million samples in 2007 or something like that. And there was five of them, and they would go around, and you'd get lines two blocks long, and people could get a little sample of Spam. Because it's one of those things that, like, if it's cooked...