 impacts what happens on Monday morning, Tuesday morning, Wednesday morning. It sets the tone for the station. Because what you're listening to right now, Sterling on Sunday, you don't have to listen to. You don't need to know anything from the radio. You don't need to know the time, the weather, the traffic. It's Sunday night. It's 100% discretionary listening, Neil Paul. 100% discretionary. You could listen to 50 other stations, but you're choosing this station.