 I think because it's just been around for so long. The first one opened in Calgary and Lethbridge simultaneously on November 1st, 1957. So for most Albertans, it's been a landmark literally their entire lives. It's just always been there. And the fact that it doesn't go away, I think, makes people kind of rally around it. It's a symbol. It's a symbol. It is. It's iconic. It really is.